tag:blogger.com,1999:blog-9854600237758346982024-03-11T02:43:36.877-05:00IMCProf: Comments on Integrated Marketing Communications (IMC) and Public Relations (PR)The blog is a place to express my concerns on issues driving teaching and research on integrated marketing communications (IMC) and public relations. Postings are an eclectic mix of published, quoted and original work. Topics include education, controversy, stakeholders, trends. Links and ideas are welcome.Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.comBlogger107125tag:blogger.com,1999:blog-985460023775834698.post-75211938140566291342020-04-20T16:02:00.002-05:002020-04-20T16:02:07.024-05:00<div dir="ltr" style="text-align: left;" trbidi="on">
I have been commenting on the teaching via distance (more than 6+ feet) at Northwestern, today as a guest at the University of Wisconsin-Milwaukee and 35 years ago at the UW-Madison Medical School to physicians and nurses all over the U.S. and in the Middle East. Read more later on how we did it successfully that long ago! More to come since we are staying safe at home on April 20, 2020 as are my three intelligent children in Boston, D.C. and Austin. Stay safe. </div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-44431696571736379802018-02-16T15:29:00.001-06:002018-02-16T15:29:23.436-06:00Read both emails below: Have you ever sent out an email by mistake? Lesson here for all of us. <div dir="ltr" style="text-align: left;" trbidi="on">
<div class="gmail_default" style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: large;">
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
Clarke,</div>
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
What do you give the richest man in the world?</div>
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
Politicians all over the country have been bending over backwards to bring Amazon’s corporate headquarters to their city. <strong>Why are they hiding what they’re giving away to Amazon CEO Jeff Bezos — the richest man in the world?</strong></div>
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
Amazon kicked off a nationwide competition last fall to find a city for its second corporate headquarters. Politicians offered elaborate and expensive gifts to secure the project for their hometown. Some leaders went so far as to offer to rename their town after the company. On January 18, Amazon announced the 20 communities that made their shortlist.</div>
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
<strong>Winnetka is on the shortlist. You have a right to know what they are giving away.</strong></div>
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
<strong>Now, Amazon has requested a new round of proposals, with the requirement of non-disclosure agreements.</strong> Amazon's secrecy is simply unacceptable. Working people need to know what our leaders are offering to the e-commerce giant.</div>
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
<a data-saferedirecturl="https://www.google.com/url?hl=en&q=https://urldefense.proofpoint.com/v2/url?u%3Dhttp-3A__click.actionnetwork.org_mpss_c_GgE_ni0YAA_t.2f0_oBC7UEYpS1mOZu3CXJP5dA_h1_WQ-2D2BlIwq7W2eCmkkcwbDiBewM-2D2BBXwXmVcDr-2D2FHe7DI-2D2FHPX47Gl9nh5RFJCDSW5-2D2BaaDWK67LCKnda0H4Th0RPv7h6xV-2D2Bsn9AmupoHQlKyGO9Du9gRFLNlVGn5rIXR9bt-2D2FShi8bI34qBe7nIvQtlO2BBQsMAhpUbhHcge2XzXQkwqElyyxnFSh2UiwEz4eeoMUE2Vyr8Vv-2D2FtNMVMFpDrKRMudm46WKysaPczaZx0flA1j-2D2BASEzWLkPZfH6CcpRtaSUN9pKwXpLADG7J1-2D2BeKXSQQP7HlSOqhlIyOwvSLiMt22ScX5gaWU2lv8UZOPEJo0-2D2FMUO1FeLc-2D2F117pyFRZ9eF-2D2FhUtDJggs-2D2BJoV6RN2m8BS3GA1Nj7cMPs1EJYbQWp3aMt8If%26d%3DDwMFaQ%26c%3DyHlS04HhBraes5BQ9ueu5zKhE7rtNXt_d012z2PA6ws%26r%3D7zrr0-C7X5_OW9CQNLFWK7zfUlorv1e11BcwYQia4yw%26m%3DrIdNgPDtsTRTP27tMhFayrayQXN_9Q-SBP6v0yRQaDE%26s%3DPVl8kwrvFRs0RPuRs_-2Rlmq9gjmjUYvb3TvDNB6Cqs%26e%3D&source=gmail&ust=1518902201866000&usg=AFQjCNFLWS9sTxbbqdDD6ZjRcULMj4Y6RA" href="https://urldefense.proofpoint.com/v2/url?u=http-3A__click.actionnetwork.org_mpss_c_GgE_ni0YAA_t.2f0_oBC7UEYpS1mOZu3CXJP5dA_h1_WQ-2D2BlIwq7W2eCmkkcwbDiBewM-2D2BBXwXmVcDr-2D2FHe7DI-2D2FHPX47Gl9nh5RFJCDSW5-2D2BaaDWK67LCKnda0H4Th0RPv7h6xV-2D2Bsn9AmupoHQlKyGO9Du9gRFLNlVGn5rIXR9bt-2D2FShi8bI34qBe7nIvQtlO2BBQsMAhpUbhHcge2XzXQkwqElyyxnFSh2UiwEz4eeoMUE2Vyr8Vv-2D2FtNMVMFpDrKRMudm46WKysaPczaZx0flA1j-2D2BASEzWLkPZfH6CcpRtaSUN9pKwXpLADG7J1-2D2BeKXSQQP7HlSOqhlIyOwvSLiMt22ScX5gaWU2lv8UZOPEJo0-2D2FMUO1FeLc-2D2F117pyFRZ9eF-2D2FhUtDJggs-2D2BJoV6RN2m8BS3GA1Nj7cMPs1EJYbQWp3aMt8If&d=DwMFaQ&c=yHlS04HhBraes5BQ9ueu5zKhE7rtNXt_d012z2PA6ws&r=7zrr0-C7X5_OW9CQNLFWK7zfUlorv1e11BcwYQia4yw&m=rIdNgPDtsTRTP27tMhFayrayQXN_9Q-SBP6v0yRQaDE&s=PVl8kwrvFRs0RPuRs_-2Rlmq9gjmjUYvb3TvDNB6Cqs&e=" style="color: #1155cc;" target="_blank">Join us in calling on the leaders of these 20 cities to fully disclose their bids and invite the public to be a part of the negotiation process. Any deal with Amazon must include livable wages, workers rights, environmental protections, and ensure our neighbors can retain their quality of life.</a></div>
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
<strong><a data-saferedirecturl="https://www.google.com/url?hl=en&q=https://urldefense.proofpoint.com/v2/url?u%3Dhttp-3A__click.actionnetwork.org_mpss_c_GgE_ni0YAA_t.2f0_oBC7UEYpS1mOZu3CXJP5dA_h2_WQ-2D2BlIwq7W2eCmkkcwbDiBewM-2D2BBXwXmVcDr-2D2FHe7DI-2D2FHPX47Gl9nh5RFJCDSW5-2D2BaaDWK67LCKnda0H4Th0RPv7h6xV-2D2Bsn9AmupoHQlKyGO9Du9gRFLNlVGn5rIXR9bt-2D2FShi8bI34qBe7nIvQtlO2BBQsMAhpUbhHcge2XzXQkwqElyyxnFSh2UiwEz4eeoMUE2Vyr8Vv-2D2FtNMVMFpDrKRMudhG84aOqRGEpWLiddZOasY076YU09Q63JQDK8e4yayp59Tq0-2D2FKNNhNFvLCSNbckkNo95Mdk-2D2FQKC-2D2FlgASiuLsqBCfz0-2D2BmCbAJlSFdzCi3R09wLvMvM5QqW57pxMUMCKucCPFexWa9xABfWjtl-2D2FL97t-2D2BkYFFH6dRqIWepEv9nIIiMj%26d%3DDwMFaQ%26c%3DyHlS04HhBraes5BQ9ueu5zKhE7rtNXt_d012z2PA6ws%26r%3D7zrr0-C7X5_OW9CQNLFWK7zfUlorv1e11BcwYQia4yw%26m%3DrIdNgPDtsTRTP27tMhFayrayQXN_9Q-SBP6v0yRQaDE%26s%3DAnb5E2CEZNnWW-AraGhtbOYDAdLn6q2-2dOn0sbTkyk%26e%3D&source=gmail&ust=1518902201867000&usg=AFQjCNEkiJM7Db3HfbqC-p2Hlo8l-jRS_w" href="https://urldefense.proofpoint.com/v2/url?u=http-3A__click.actionnetwork.org_mpss_c_GgE_ni0YAA_t.2f0_oBC7UEYpS1mOZu3CXJP5dA_h2_WQ-2D2BlIwq7W2eCmkkcwbDiBewM-2D2BBXwXmVcDr-2D2FHe7DI-2D2FHPX47Gl9nh5RFJCDSW5-2D2BaaDWK67LCKnda0H4Th0RPv7h6xV-2D2Bsn9AmupoHQlKyGO9Du9gRFLNlVGn5rIXR9bt-2D2FShi8bI34qBe7nIvQtlO2BBQsMAhpUbhHcge2XzXQkwqElyyxnFSh2UiwEz4eeoMUE2Vyr8Vv-2D2FtNMVMFpDrKRMudhG84aOqRGEpWLiddZOasY076YU09Q63JQDK8e4yayp59Tq0-2D2FKNNhNFvLCSNbckkNo95Mdk-2D2FQKC-2D2FlgASiuLsqBCfz0-2D2BmCbAJlSFdzCi3R09wLvMvM5QqW57pxMUMCKucCPFexWa9xABfWjtl-2D2FL97t-2D2BkYFFH6dRqIWepEv9nIIiMj&d=DwMFaQ&c=yHlS04HhBraes5BQ9ueu5zKhE7rtNXt_d012z2PA6ws&r=7zrr0-C7X5_OW9CQNLFWK7zfUlorv1e11BcwYQia4yw&m=rIdNgPDtsTRTP27tMhFayrayQXN_9Q-SBP6v0yRQaDE&s=Anb5E2CEZNnWW-AraGhtbOYDAdLn6q2-2dOn0sbTkyk&e=" style="color: #1155cc;" target="_blank">Demand Amazon maintain our great communities. Take action now and send a message to your elected leaders!</a></strong></div>
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
In solidarity,</div>
<div style="color: #505050; font-family: Arial; font-size: 14px; margin-bottom: 1em; margin-top: 1em;">
Libero Della Piana<br /><strong>People’s Action</strong></div>
</div>
<div class="gmail_quote" style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8px;">
---------- Forwarded message ----------<br />From: <b class="gmail_sendername">Libero Della Piana, People's Action</b> <span dir="ltr"><<a href="mailto:info@peoplesaction.org" style="color: #1155cc;" target="_blank">info@peoplesaction.org</a>></span><br />Date: Thu, Feb 15, 2018 at 3:17 PM<br />Subject: An apology about yesterday's email.<br />To: Clarke L Caywood <<a href="mailto:c-caywood@northwestern.edu" style="color: #1155cc;" target="_blank">c-caywood@northwestern.edu</a>><br /><br /><br /><u></u><div marginheight="0" marginwidth="0" style="margin: 0px; padding: 0px; width: 1044px;">
<center>
<table align="center" border="0" cellpadding="0" cellspacing="0" id="m_-905490446134783297m_1226905563058740119backgroundTable" style="border-collapse: collapse; height: 1656px; line-height: 12.8px; margin: 0px; padding: 0px; width: 1043.64px;"><tbody>
<tr><td align="center" style="border-collapse: collapse; margin: 0px;" valign="top"><table align="center" border="0" cellpadding="0" cellspacing="0" style="border-collapse: collapse; border: 0px;"><tbody>
<tr><td align="center" style="border-collapse: collapse; margin: 0px;" valign="top"><table border="0" cellpadding="10" cellspacing="0" style="border-collapse: collapse;"><tbody>
<tr><td style="border-collapse: collapse; margin: 0px; padding: 10px 10px 40px;" valign="top"><table border="0" cellpadding="10" cellspacing="0" style="border-collapse: collapse;"><tbody>
<tr><td style="border-collapse: collapse; margin: 0px;" valign="top" width="600"><div style="color: #505050; font-family: Arial; font-size: 14px; line-height: 21px;">
<center>
<a data-saferedirecturl="https://www.google.com/url?hl=en&q=https://urldefense.proofpoint.com/v2/url?u%3Dhttp-3A__click.actionnetwork.org_mpss_c_GgE_ni0YAA_t.2f0_oBC7UEYpS1mOZu3CXJP5dA_h0_TLu792Bl4oGrCub6WiPn-2D2BnUmo7QmVpH3h9Nh0FJPdV0mArWs0qPOnTRb-2D2FoOArypRcXhXN6GE2HMwfzx4XlV0E3tN3A6fguNOMNZh1ggSSDUY-2D2BFk0iF-2D2F14rKTCRGrP-2D2BnjyVvaUF4YUd6-2D2FSysLBtRBcsDOGd3DGaKSvZmHlDXuQw0mXL-2D2F6UXpdaOqrWPIyjogE8wYGPvDX7D5hrkEOhDCdTgDoacmoZBDglpmPN0dKdZZyE8by2xtzmMRj72ezVmdLs09Y8ZaQP0ZJNC1xhXyvLw-2D3D-2D3D%26d%3DDwMFaQ%26c%3DyHlS04HhBraes5BQ9ueu5zKhE7rtNXt_d012z2PA6ws%26r%3D7zrr0-C7X5_OW9CQNLFWK7zfUlorv1e11BcwYQia4yw%26m%3DrIdNgPDtsTRTP27tMhFayrayQXN_9Q-SBP6v0yRQaDE%26s%3DDHTmigG_ToZ_3Yn0GW56sG5c0lYP5G-Ydl-7RxLmCbU%26e%3D&source=gmail&ust=1518902201867000&usg=AFQjCNEdqksXF_8UXzzgt5Qilmj1EeGdsQ" href="https://urldefense.proofpoint.com/v2/url?u=http-3A__click.actionnetwork.org_mpss_c_GgE_ni0YAA_t.2f0_oBC7UEYpS1mOZu3CXJP5dA_h0_TLu792Bl4oGrCub6WiPn-2D2BnUmo7QmVpH3h9Nh0FJPdV0mArWs0qPOnTRb-2D2FoOArypRcXhXN6GE2HMwfzx4XlV0E3tN3A6fguNOMNZh1ggSSDUY-2D2BFk0iF-2D2F14rKTCRGrP-2D2BnjyVvaUF4YUd6-2D2FSysLBtRBcsDOGd3DGaKSvZmHlDXuQw0mXL-2D2F6UXpdaOqrWPIyjogE8wYGPvDX7D5hrkEOhDCdTgDoacmoZBDglpmPN0dKdZZyE8by2xtzmMRj72ezVmdLs09Y8ZaQP0ZJNC1xhXyvLw-2D3D-2D3D&d=DwMFaQ&c=yHlS04HhBraes5BQ9ueu5zKhE7rtNXt_d012z2PA6ws&r=7zrr0-C7X5_OW9CQNLFWK7zfUlorv1e11BcwYQia4yw&m=rIdNgPDtsTRTP27tMhFayrayQXN_9Q-SBP6v0yRQaDE&s=DHTmigG_ToZ_3Yn0GW56sG5c0lYP5G-Ydl-7RxLmCbU&e=" style="color: #1155cc;" target="_blank"><img class="CToWUd" src="https://blogger.googleusercontent.com/img/proxy/AVvXsEi5j5RCvW4Naz0kayeCYyLVN_WzI-frco3StgwRqFwd1TGl2zgH1h5KcL1invJa3TgZ5wY3FN-bLNcvnfCx9nQ0czCv7ZbhY2dcLLWaoapIRZ_uQNlpnHVJzvgFSHO03sU1nb-537BVa7FZvSkqKcxh4eFJybyjjdmHtrZNOpxWK1QZfDWYm-FGW-P8LG2F4nPKoGvOTENV7dZqZZxu7cJqBR4W=s0-d-e1-ft" style="margin: 20px auto; max-width: 250px; width: 250px;" /></a></center>
Clarke,<br />
We sent an email yesterday evening about Amazon's search for its second headquarters. This nationwide competition has drawn controversy because politicians have offered the corporation lofty sums of money to make their city more appealing.<br />
We mistakenly sent the email to cities adjacent to the 20 cities on Amazon's shortlist listed below:<br />
<ul>
<li style="margin-left: 15px;">Atlanta</li>
<li style="margin-left: 15px;">Austin</li>
<li style="margin-left: 15px;">Boston</li>
<li style="margin-left: 15px;">Chicago</li>
<li style="margin-left: 15px;">Columbus, Ohio</li>
<li style="margin-left: 15px;">Dallas</li>
<li style="margin-left: 15px;">Denver</li>
<li style="margin-left: 15px;">Indianapolis</li>
<li style="margin-left: 15px;">Los Angeles</li>
<li style="margin-left: 15px;">Miami</li>
<li style="margin-left: 15px;">Montgomery County, Maryland</li>
<li style="margin-left: 15px;">Nashville</li>
<li style="margin-left: 15px;">Newark</li>
<li style="margin-left: 15px;">New York</li>
<li style="margin-left: 15px;">Northern Virginia</li>
<li style="margin-left: 15px;">Philadelphia</li>
<li style="margin-left: 15px;">Pittsburgh</li>
<li style="margin-left: 15px;">Raleigh, North Carolina</li>
<li style="margin-left: 15px;">Toronto</li>
<li style="margin-left: 15px;">Washington, D.C.</li>
</ul>
We sincerely apologize to those who received the email by mistake.<br />
Thank you for your patience,<br />
Libero Della Piana<br /><strong>People's Action</strong></div>
</td></tr>
</tbody></table>
</td></tr>
</tbody></table>
</td></tr>
</tbody></table>
</td></tr>
</tbody></table>
</center>
</div>
</div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-21673813489419589112018-01-22T15:48:00.001-06:002018-02-01T16:30:25.223-06:00METRArail is the CLIENT 9-11;50 AM Spring Quarter Evanston IMC Faculty video pitch classes to graduate students<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;">There is a new notion at Medill School of Journalism Media Integrated Marketing Communications to pitch spring classes in the graduate IMC program. We videotape faculty using a "script". I usually send out an email like last spring saying "Save Lives in the IMC Marketing PR class" I touted a vaccine safety company which the students helped. This year find the pitch on Blogger, LinkedIN, Twitter (IMCPROF) and Medill Twitter, more </span><br />
<span style="font-family: "times new roman" , serif; font-size: 14pt;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;">Here is this years' pitch: REGISTER for THE CLIENT WILL BE CHICAGO's IMPORTANT SERVICE METRARAIL https://www.metrarail.com/ 9-11:50 AM Mondays Spring Quarter </span><br />
<table border="0" cellpadding="0" cellspacing="0" class="m_2486928734420118765MsoNormalTable" style="background-color: white; border-collapse: collapse; color: #222222; font-family: arial, sans-serif; font-size: 12.8px; width: 0px;"><tbody>
<tr style="height: 12.1pt;"><td colspan="7" style="height: 12.1pt; margin: 0px; padding: 0in 5.4pt; width: 363.45pt;" valign="top" width="485"><div class="MsoNormal">
<b><span style="font-family: Corbel, sans-serif; font-size: 12pt;"><span class="aBn" data-term="goog_1989464331" style="border-bottom: 1px solid rgb(100, 100, 100); cursor: pointer; position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">Tuesday, April 3, 2018</span></span> – 1st Day of the quarter<u></u><u></u></span></b></div>
</td><td style="height: 12.1pt; margin: 0px; padding: 0in; width: 3pt;" width="4"></td></tr>
<tr style="height: 101.7pt;"><td colspan="7" style="border-bottom: 6pt solid rgb(191, 191, 191); border-image: initial; border-left: none; border-right: none; border-top: none; height: 101.7pt; margin: 0px; padding: 0in 5.4pt; width: 288.8pt;" valign="top" width="385"><div class="MsoNormal">
<span style="font-family: Corbel, sans-serif; font-size: 12pt;">Last day to add/drop IMC classes<u></u><u></u></span></div>
<div class="MsoNormal">
<span style="font-family: Corbel, sans-serif; font-size: 12pt;">Memorial Day Holiday: Classes Cancelled<u></u><u></u></span></div>
<div class="MsoNormal">
<span style="font-family: Corbel, sans-serif; font-size: 12pt;">Spring18 Classroom Reservations End<u></u><u></u></span></div>
<div class="MsoNormal">
<b><span style="background: yellow; font-family: Corbel, sans-serif; font-size: 12pt;">Spring18 Exam Week</span></b><b><span style="font-family: Corbel, sans-serif; font-size: 12pt;"><u></u><u></u></span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
</td><td colspan="3" style="border-bottom: 6pt solid rgb(191, 191, 191); border-image: initial; border-left: none; border-right: none; border-top: none; height: 101.7pt; margin: 0px; padding: 0in; width: 20.65pt;" valign="top" width="28"></td><td colspan="7" style="border-bottom: 6pt solid rgb(191, 191, 191); border-image: initial; border-left: none; border-right: none; border-top: none; height: 101.7pt; margin: 0px; padding: 0in 5.4pt; width: 363.45pt;" valign="top" width="485"><div class="MsoNormal">
<span style="font-family: Corbel, sans-serif; font-size: 12pt;"><span class="aBn" data-term="goog_1989464332" style="border-bottom: 1px dashed rgb(204, 204, 204); position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">Monday, April 9, 2018</span></span><u></u><u></u></span></div>
<div class="MsoNormal">
<span style="font-family: Corbel, sans-serif; font-size: 12pt;"><span class="aBn" data-term="goog_1989464333" style="border-bottom: 1px dashed rgb(204, 204, 204); position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">Monday, May 28, 2018</span></span><u></u><u></u></span></div>
<div class="MsoNormal">
<span style="font-family: Corbel, sans-serif; font-size: 12pt;"><span class="aBn" data-term="goog_1989464334" style="border-bottom: 1px dashed rgb(204, 204, 204); position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">Friday, June 8, 2018</span></span><u></u><u></u></span></div>
<div class="MsoNormal">
<b><span style="background: yellow; font-family: Corbel, sans-serif; font-size: 12pt;"><span class="aBn" data-term="goog_1989464335" style="border-bottom: 1px dashed rgb(204, 204, 204); position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">Monday, June 11 - Friday, June 15, 2018</span></span></span></b></div>
</td></tr>
</tbody></table>
</div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;">Hello, I’m Clarke Caywood. I want to invite you to our class on Marketing Public Relations: Using Earned Press, Social Media and Promotions for Clients. This class is closely related to marketing and is an important area in job recruiting. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;"> The fastest growing careers in IMC require professionals to use alternatives to advertising such as Public Relations. In this class, you will learn methods that are not generally taught in MBA programs. You will learn global press strategies and tactics, discuss promotional events, apply social media and even the dangers of “fake news.” You will learn how to work with limited budgets. We will study Big Word Data or narrative science, which will allow you to present to Boards of Directors about trends and reputational threats beyond the marketing department.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;"> The class is a combination of lectures, reading, discussion and client-work done in teams. In the past, our clients have included Abbott, Harley-Davidson, and Coca-Cola. You will be able to meet with the client during the quarter. The addition of co-teaching by alumni will add practical insights. You will find out how companies, not-for-profits, politicians and agencies use newsworthy stories and data for the media. Last year we worked to save lives by promoting safer vaccine methods. </span><span style="font-size: 14pt;"><o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;">Here’s a little bit about me. I am from Wisconsin. I earned UW-Madison doctorates in Business and in Communications and worked in MBA programs and also for two governors, an attorney general and several national and state candidates --- these were all well-respected leaders.</span><span style="color: red; font-family: "times new roman" , serif; font-size: 14.0pt;"> </span><span style="font-family: "times new roman" , serif; font-size: 14pt;"> I have traveled to China to lecture to management schools with my wife Mary, who has run seminars for Executive MBAs from Japan and China. I like to ski, travel and work with start-up companies. I am looking forward to getting to know you in class!</span><span style="font-size: 14pt;"><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;">Last Spring message:</span></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgU3pbEHy5IXpOHfoI1PzuF8yIlokkY1PKD9DwY5oxzR0-87bs747DGyzwqMc3Q0M9JPfHmEfp5Xm48EHSGz6F8IjsIGg4e9jWAGl2fgL7zowFSWkMSlM2QFstsDReYcqKiWWjOseDBRqE/s1600/2018+vaccine+MPR.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="1280" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgU3pbEHy5IXpOHfoI1PzuF8yIlokkY1PKD9DwY5oxzR0-87bs747DGyzwqMc3Q0M9JPfHmEfp5Xm48EHSGz6F8IjsIGg4e9jWAGl2fgL7zowFSWkMSlM2QFstsDReYcqKiWWjOseDBRqE/s320/2018+vaccine+MPR.jpg" width="320" /></a></div>
<div class="MsoNormal">
<span style="font-family: "times new roman" , serif; font-size: 14pt;"><br /></span></div>
<div class="MsoNormal">
<b><u><span style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">What about enrolling in an IMC class with IMC Professor Clarke Caywood that can save lives with safe vaccines, fight obesity with food industry CEOs and even market safer Harley-Davidson Motorcycles for Women?</span></u></b><b><span style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;"> What if your company or non-profit does not have an advertising budget or want to send more direct messages to the consumer, regulators, and public? New Marketing Public Relations Management (MPR-Earned Press and Tactics as industry calls it) 472 will do just that with strategic, non-fake social marketing news, tactics and measurement and public relations. Mondays in MFC 1 PM to 3:50 PM Limited class size through second week of classes.</span></b><b><span style="color: #555555; font-family: "calibri light" , sans-serif; font-size: 9.5pt;"> L </span></b></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<b><span style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">Class Client the 2018 Client (closing deal in January) will be as strong and important as the 2017 Client:</span></b><span style="font-family: "calibri light" , sans-serif; font-size: 16.0pt;"> </span><span style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">Temptime Corporation is deeply committed to improving global public health. For nearly 30 years, temperature monitoring devices have helped healthcare workers immunize millions of children around the world and extend care to regions previously thought to be unreachable. </span><span style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">Our 2016 Client was a Vice President of Abbott to promote their global health programs with employees in marathons and direct health messaging.</span><span style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;"><o:p></o:p></span></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<b><u><span style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">Seminar </span></u></b><b><u><span lang="EN" style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">Topics </span></u></b><b><span lang="EN" style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">1. “Big Word Data” -Using social media text analysis systems e.g. we will use Meltwater in 2018 and other textual data tracking systems reportable to the Board of Directors and marketing staff in many corporations. </span></b><b><span lang="EN" style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">Stay on top of billions of real-time editorial, blog, and social media conversations, and extract the insights you need to understand and drive brand perception for your company (some of this work is remote for family support). 2. What is fake news and how can we understand its damage in journalism, business and healthcare? 3. Reputation management and Brand management together, 4. Award winning PR news and marketing IMC campaigns 5. Lessons and examples of hundreds of marketing IMC and PR tactic beyond advertising, 6. Mentorship in IMC by marketing professionals and client contact and co-teaching by an IMC alumna and client professionals. BLS says mean salary is over $107,000 and will grow faster than the national statistics at 10 per cent or higher: </span></b><a href="https://www.bls.gov/ooh/management/public-relations-managers.htm"><b><span lang="EN" style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">https://www.bls.gov/ooh/management/public-relations-managers.htm</span></b></a><b><span lang="EN" style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">. </span></b><a href="http://www.medill.northwestern.edu/directory/faculty/clarke-caywood.html"><b><span lang="EN" style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;">http://www.medill.northwestern.edu/directory/faculty/clarke-caywood.html</span></b></a><b><span lang="EN" style="font-family: "calibri light" , sans-serif; font-size: 14.0pt;"><o:p></o:p></span></b></div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-9662885075311873002017-10-13T12:38:00.001-05:002017-10-13T12:38:57.610-05:00If PR is over 250x more common why use Stategic Communication at schools?<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="font-family: Helvetica; font-size: 12px; font-stretch: normal; line-height: normal;">
<span style="font-size: 12pt;">A job search for my students shows over 2500 public relation jobs but only 99 Strategic Communications jobs. I will share findings on 5 large job search sites soon. Yet many graduate show have degrees in Stat Comm. What is the trouble with "PR"? The abbreviation is too often "spat" as a mere pithy insult. Public relations is still the most common descriptor represented by the largest professional Public Relations Society of America. Strategic Communications is merely an important but partial step in public relations which reminds us of the failure of MBA and business schools to teach or conduct research on various publics or stakeholders. The latter word is a personal favorite for richness and exclusivity but even past US Presidents have a hard time gaining acceptance. The quickly dated "content" practice phrase and even the more valuable and clever "context" management are transitory but useful. In conclusion, stay the course with public relations or even Public Relations. However, if "reputation management", "crisis management" or a more free wheeling discussion of so-called "uncontrollable variables in Economics could be managed by my former colleagues in the accredited business schools I might "pivot"!</span></div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-53002591941006814852017-05-22T15:02:00.000-05:002017-05-22T15:02:01.619-05:00For Inside I suggested some 2017 solutions about "Fake News" from my 2010 Syllabus proposal that was rejected. <div dir="ltr" style="text-align: left;" trbidi="on">
<div class="gmail_default" style="font-size: large;">
It is now 2017 but history repeats itself. For a graduate class in 2010 and designed in the previous year for the Medill School of Journalism at Northwestern I used the term "Fake News" in the course title. At that time it was clear that when I was interviewed as an "expert" for a news story there was a rapidly declining amount of "fact checking" after the reporter submitted the story to his or her editor. Sadly, the class was denied by a department chairman and former advertising agency (tobacco) executive. Given the recent rise in the term "fake news", I will use the idea in a spring class this year. As your readers will recall <a href="http://www.snopes.com/">www.snopes.com</a> has been growing in broader use since 1996. <a href="http://www.snopes.com/" target="_blank">http://www.snopes.com/</a> is the best place to find if a story is true or false without bias though not all conservative readers think snopes is unbiased.</div>
<div class="gmail_default" style="font-size: large;">
<br /></div>
<div class="gmail_default" style="font-size: large;">
A suggestion sent to Inside on suggestions to deal with fake news. <a href="https://inside.com/daily-brief">https://inside.com/daily-brief</a>: Is it possible to ask those who Tweet or send public messages to check a box to have their message "fact checked"? Even the act of requesting a fact check for a particular message would be a signal to the readers. Obviously the volume of messages will demand a smart programmer combining text analysis to create a non-voluntary fact check. However, from a brilliant librarian (my daughter) in the Boston area (Wellesley, MA) here are some other currently used ideas:</div>
<div class="gmail_default" style="font-size: large;">
</div>
<div class="gmail_default" style="font-size: large;">
She states "this is a summary of librarian methodology: <a href="http://usm.maine.edu/library/checklist-evaluating-web-resources" target="_blank">http://usm.maine.<wbr></wbr>edu/library/checklist-<wbr></wbr>evaluating-web-resources</a> or <a href="http://www.lib.vt.edu/instruct/evaluate/" target="_blank">http://www.lib.vt.edu/<wbr></wbr>instruct/evaluate/</a> There really ISN'T a website that can do this work for you, since the whole point is to get rid of bias, and you'd have to evaluate the bias of the list! </div>
<div class="gmail_default" style="font-size: large;">
<br />
Wiki keeps a list of actually FAKE websites, but those are fake, not just bias: <a href="https://en.wikipedia.org/wiki/List_of_fake_news_websites" target="_blank">https://en.wikipedia.<wbr></wbr>org/wiki/List_of_fake_news_<wbr></wbr>websites</a></div>
<div class="gmail_default" style="font-size: large;">
<br />
I only recommend the following website as a supplemental. The polling of the bias of the sites isn't the most scientifically done (though they do explain it on the website), but it's good data to use in conjunction with other data points. <a href="https://mediabiasfactcheck.com/" target="_blank">https://<wbr></wbr>mediabiasfactcheck.com/</a>"</div>
<div class="gmail_default" style="font-size: large;">
<br />
Clarke Caywood, Ph.D. Professor, Northwestern University</div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-67215722457130032952017-02-07T13:30:00.000-06:002017-02-07T13:30:29.984-06:00Future of Communications May 25, 2016 for APCO PR <div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">1.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><b><span style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt;">Thank you for inviting me back from the future
to talk about the future of communications.<span style="mso-spacerun: yes;">
</span>Does anyone have questions?<span style="mso-spacerun: yes;"> </span>Pause…</span></b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">2.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><b><span style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt;">After all, I posted my messages on Twitter,
LinkedIn, BlogSpot, Pinterest, Facebook I would agree that the concept of Alignment,
Authenticity, Attachment, Advocacy) will form a critical hub defining future
messaging. However, your goal should not only to be masters of newer forms of
communications but to search our start-ups, new apps and for you to pioneer new
channels and format of communications. </span></b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">3.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><b><span style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt;">As a challenge from my former student Tina
Marie Adams I <span style="mso-spacerun: yes;"> </span>was given 10 minutes to
speculate and document the future of communications which may be the same length
of the next President’s Address to the Congress on her or his policy ideas, the
average lecture at Northwestern, the amount of time couple talk to each other per
day week, the amount of time people read books per month and the amount of free
time between work, distance learning, training and commuting.</span></b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">4.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><b><span style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt;">To document my findings and predictions,I have
checked my tealeaves from Teavana </span></b><b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><a href="https://en.wikipedia.org/wiki/Tasseography" title="Tasseography"><span style="color: blue;">tasseography</span></a></span></b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">/<b><a href="https://en.wikipedia.org/wiki/Tasseomancy" title="Tasseomancy"><span style="color: blue;">tasseomancy</span></a></b> (also <b>kypomancy</b></span><b><span lang="EN" style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt;"> </span></b><b><span style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt;">and studied the bones</span></b><b><span style="font-family: "times new roman" , serif; font-size: 16pt;"> <span lang="EN">hakata</span></span></b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">: by bones or dice<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">5.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><b><span style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt;"><span style="mso-spacerun: yes;"> </span>and the
other 356 historical methods of divining the future listed in Wikipedia<span style="mso-spacerun: yes;"> </span>from A </span></b><b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><a href="https://en.wikipedia.org/wiki/Alectryomancy" title="Alectryomancy"><span style="color: blue;">alectryomancy</span></a></span></b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">/<b>alectoromancy</b>: by rooster
divination</span><b><span style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt;"><span style="mso-spacerun: yes;"> </span>to Z </span></b><b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">zygomancy</span></b><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">: by weights (Greek <i>zugon</i>, yoke,
balance + <i>manteia</i>, prophecy)<span style="mso-spacerun: yes;"> </span>Did
not use entrails, pig bladders, beans, wheels finger rings, demons, urine or
dripping blood. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">6.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">But I did use t<b>he most likely
Divining method:<span style="mso-spacerun: yes;"> </span>one used in training
and education will be cybermancy</b> <a href="https://en.wikipedia.org/wiki/Help:IPA_for_English" title="Help:IPA for English"><span style="color: blue;">/ˈsaɪbərmænsi/</span></a>: by computer oracles (English <i>cyber(netics)</i>
+ Greek <i>manteia</i>, prophecy)<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 20pt;">SO, <o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">7.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">We are returning Parital art or </span></b><span style="font-family: "calibri";"><span class="searchmatch1"><span lang="EN" style="font-size: 16pt; font-weight: normal; mso-ansi-language: EN; mso-bidi-font-weight: bold;">Cave</span></span><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-size: 16pt; mso-ansi-language: EN;"> paintings ") some 40,000 years ago and I hope I don’t
mean emoticons <span style="mso-spacerun: yes;"> </span>or emoji’s <span style="mso-spacerun: yes;"> </span>research suggests they make messages
friendlier, senders better liked and increasingly used in business. </span></b></span><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><a href="https://blog.bufferapp.com/7-reasons-use-emoticons-writing-social-media-according-science"><span style="color: blue;">https://blog.bufferapp.com/7-reasons-use-emoticons-writing-social-media-according-science</span></a><o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">8.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">To save travel money, energy, and
reduce job status rather than ideas as a reason to listen <span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span>we will
meet face to face less often using WeChat , decently attired Avatars <span style="mso-spacerun: yes;"> </span>Virtual reality vs reality will become a real
choice each day you go (or don’t go) to the office.<o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">9.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-size: 16pt; mso-ansi-language: EN;"><span style="font-family: "calibri";">Some of our messages </span></span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">will be </span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-size: 16pt; mso-ansi-language: EN;"><span style="font-family: "calibri";">pithier</span></span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"> (terse) if you have recent dental work.<span style="mso-spacerun: yes;"> </span>SMS or short message services have increased length
to 160 in some cases and 10,000 characters in </span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-size: 16pt; mso-ansi-language: EN;"><span style="font-family: "calibri";">IOS Android
apps, TwitterDeck, </span></span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">Twitter Mac, so if </span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-size: 16pt; mso-ansi-language: EN;"><span style="font-family: "calibri";"><span style="mso-spacerun: yes;"> </span>you </span></span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">charge by the character in APCO 14 </span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-size: 16pt; mso-ansi-language: EN;"><span style="font-family: "calibri";">to 71 </span></span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">percent increase in revenue</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="color: #333333; font-family: "helvetica" , sans-serif; font-size: 16pt;"> </span></b><b style="mso-bidi-font-weight: normal;"><span style="color: #333333; font-family: "helvetica" , sans-serif; font-size: 16pt;">The
new limit is 10,000 characters.</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">10.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span style="color: #333333; font-family: "helvetica" , sans-serif; font-size: 16pt;">QR
codes and other non-text links will be a rich and popular form of
communications as it has shown in my 800 page book to allow readers, visitors
to autoshows, events to listen to YouTube,<span style="mso-spacerun: yes;">
</span>Video, Flash, Live Leak Veo h, <a href="http://www.freemake.com/blog/top-7-free-video-sharing-sites/"><span style="color: blue;">http://www.freemake.com/blog/top-7-free-video-sharing-sites/</span></a></span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">11.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">Despite the excitement of big ad money
in 2016 for politics; political advertising at the federal level will be
regulated and funded by government. First Amendment protection will go out the
window. <o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">12.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">Not big data but even bigger even giant
data will dominate your search for content.<span style="mso-spacerun: yes;">
</span>While our students use digital content analysis (old term) <o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">13.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-spacerun: yes;"> </span>With so many channels that don’t require
advertising, Ad agencies will nearly disappear and with enough money may become
the new media holding companies for television, movies, and other
entertainment. <o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">14.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">Brand messaging will mean less and
reputation and precision consumer targeting will matter more with PR agency
support.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">15.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">Mobile, of course, will be the dominant
tool but will be biological at greater and greater levels to offer timely
messaging taking clues from watches and exercise devices to measure physical
body activity to translate into commercial messaging. For Example. Measure
propensity to buy (thirst), sweets,</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "droid serif"; font-size: 16pt;"> </span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "droid serif"; font-size: 16pt;">suntan lotion, galvanic skin response with stimulus of outdoor
billboards and audio messaging the sensors on the Simsense module. New running
shoes, (like new tires on airplanes, stronger deodorant, suggest change in
exercise actions for trainer or athletic clubs, need for specific vitamins,
food groups, (restaurants that offer them). </span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">16.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "droid serif"; font-size: 16pt;">Autowriting with Artificial intelligence like Kris
Hammonds, Narrative science auto writing your quarterly reports for public
companies, producing news from hot topics on line with avatar newsreaders, </span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">17.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "droid serif"; font-size: 16pt;">Auto tracking for teenagers, unfaithful spouses, workers
on non-work related time, repairs for cars at the micro level and in advance. </span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">18.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "droid serif"; font-size: 16pt;">From FCC conference nearly absolute loss of privacy
with home management internet of things, that will read your computer files
hooked into the home internet as your NEST changes the temperature, knows how
many and who is in your home, progress of kids on homework, weight of clothes
in clothes basket for washing, level of milk container, healthy and less
healthy consumption of foods by each family member to reorder food. </span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -0.25in;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;"><span style="mso-list: Ignore;">19.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="font-family: "times new roman" , serif; font-size: 16pt;">With the control of political advertising
and advertising puffery or exaggerated claims will become illegal as I studied it
UW -_Madison Ivan Preston, with an established lead on being transparent PR
will lead the message function with what remains of journalism.<o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt; line-height: 107%;">I want to thank the writers of 12 Monkeys, my colleagues and students
at Northwestern University, Google Search and the on-line search services of
Northwestern University. I also want to confess that I used a book</span></b><b><span style="font-family: "times new roman" , serif; font-size: 16pt; line-height: 107%;"> </span></b><b><span lang="EN" style="font-size: 16pt; line-height: 107%; mso-ansi-language: EN;"><a href="https://en.wikipedia.org/wiki/Bibliomancy" title="Bibliomancy"><span style="color: blue; font-family: "calibri";">stichomancy</span></a></span></b><span lang="EN" style="font-size: 16pt; line-height: 107%; mso-ansi-language: EN;"><span style="font-family: "calibri";"> <span class="ipa"><a href="https://en.wikipedia.org/wiki/Help:IPA_for_English" title="Help:IPA for English"><span style="color: blue;">/<span style="border-bottom-color: currentColor;"><span title="/ˈ/ primary stress follows">ˈ</span><span title="'s' in 'sigh'">s</span><span title="'t' in 'tie'">t</span><span title="/ɪ/ short 'i' in 'bid'">ɪ</span><span title="'k' in 'kind'">k</span><span title="/oʊ/ or /ə/ 'o' in 'omit'">oʊ</span><span title="'m' in 'my'">m</span><span title="/æ/ short 'a' in 'bad'">æ</span><span title="'n' in 'no'">n</span><span title="'s' in 'sigh'">s</span><span title="/i/ 'y' in 'happy'">i</span></span></span><span style="color: blue;">/</span></a></span>: by books or lines</span></span><b><span lang="EN" style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt; line-height: 107%;"> </span></b><b><span style="color: #555555; font-family: "arial" , sans-serif; font-size: 16pt; line-height: 107%;">(the Handbook of
Strategic Public relations and IMC McGraw-Hill whose 66 authors I asked to
predict the future in each of their chapters on various industries and PR
practices. <span style="mso-spacerun: yes;"> </span>Thank you.<o:p></o:p></span></b></div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-48942021688871788432017-02-07T13:29:00.002-06:002017-02-07T13:37:21.412-06:00Modest Proposal: How a course title in 2010 on "Fake News" got me in trouble - however, as usual I was ahead of my time!<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="gmail_default" style="font-size: large;">
For a graduate class in 2010 and designed in the previous year for the Medill School of Journalism at Northwestern I used the term "Fake News" in the course title. At that time it was clear that when I was interviewed as an "expert" for a news story there was a rapidly declining amount of "fact checking" after the reporter submitted the story to his or her editor. Sadly, the class was denied by a department chairman and former advertising agency (tobacco) executive. Given the recent rise in the term "fake news", I will use the idea in a spring class this year. As your readers will recall <a href="http://www.snopes.com/">www.snopes.com</a> has been growing in broader use since 1996. <a href="http://www.snopes.com/" target="_blank">http://www.snopes.com/</a> is the best place to find if a story is true or false without bias though not all conservative readers think snopes is unbiased.</div>
<div class="gmail_default" style="font-size: large;">
<br /></div>
<div class="gmail_default" style="font-size: large;">
A suggestion sent to Inside on suggestions to deal with fake news. <a href="https://inside.com/daily-brief">https://inside.com/daily-brief</a>: Is it possible to ask those who Tweet or send public messages to check a box to have their message "fact checked"? Even the act of requesting a fact check for a particular message would be a signal to the readers. Obviously the volume of messages will demand a smart programmer combining text analysis to create a non-voluntary fact check. However, from a brilliant librarian (my daughter) in the Boston area (Wellesley, MA) here are some other currently used ideas:</div>
<div class="gmail_default" style="font-size: large;">
</div>
<div class="gmail_default" style="font-size: large;">
She states "this is a summary of librarian methodology: <a href="http://usm.maine.edu/library/checklist-evaluating-web-resources" target="_blank">http://usm.maine.<wbr></wbr>edu/library/checklist-<wbr></wbr>evaluating-web-resources</a> or <a href="http://www.lib.vt.edu/instruct/evaluate/" target="_blank">http://www.lib.vt.edu/<wbr></wbr>instruct/evaluate/</a> There really ISN'T a website that can do this work for you, since the whole point is to get rid of bias, and you'd have to evaluate the bias of the list! </div>
<div class="gmail_default" style="font-size: large;">
<br />
Wiki keeps a list of actually FAKE websites, but those are fake, not just bias: <a href="https://en.wikipedia.org/wiki/List_of_fake_news_websites" target="_blank">https://en.wikipedia.<wbr></wbr>org/wiki/List_of_fake_news_<wbr></wbr>websites</a></div>
<div class="gmail_default" style="font-size: large;">
<br />
I only recommend the following website as a supplemental. The polling of the bias of the sites isn't the most scientifically done (though they do explain it on the website), but it's good data to use in conjunction with other data points. <a href="https://mediabiasfactcheck.com/" target="_blank">https://<wbr></wbr>mediabiasfactcheck.com/</a>"</div>
<div class="gmail_default" style="font-size: large;">
</div>
<div class="gmail_default" style="font-size: large;">
Looking for history connections it might be that "yellow journalism", propaganda and even the taking of "brass checks" might be the parents of the bastard child named "fake". Keep fact checking in your transparent work! </div>
<div class="gmail_default" style="font-size: large;">
<br />
Clarke Caywood, Ph.D. Professor, Northwestern University</div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-21786127867419190152016-12-24T08:11:00.001-06:002016-12-24T08:11:57.386-06:00IMCProf: Comments on Integrated Marketing Communications (IMC) and Public Relations (PR): Reputation or Branding in Integrated Marketing Communication for Sage Encycopedia of Reputation Management 2016<a href="https://imcprof.blogspot.com/2016/02/reputation-or-branding-in-integrated.html?showComment=1482588663734&m=1#c7565717756890495546">IMCProf: Comments on Integrated Marketing Communications (IMC) and Public Relations (PR): Reputation or Branding in Integrated Marketing Communication for Sage Encycopedia of Reputation Management 2016</a>Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-64799532478132063112016-02-23T16:24:00.001-06:002016-02-23T16:24:58.851-06:00Reputation and Brand Building in High Risk Organizations with Integrated Marketing Communications” for Wiley Encyclopedia of Reputation<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Clarke L. Caywood, Ph.D.<span style="mso-spacerun: yes;">
</span>Professor, Medill School of Journalism, Media, Integrated Marketing
Communications, Northwestern University<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Suggested Title:<span style="mso-spacerun: yes;"> </span>“Reputation
and Brand Building in High Risk Organizations with Integrated Marketing
Communications” for Wiley Encyclopedia of Reputation<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Addressing the contributions of the field of marketing
communications in a book on reputation seems dangerous.<span style="mso-spacerun: yes;"> </span>After all, the field of marketing
communications includes sales, advertising, public relations, promotions, and
database marketing, all of which individually have their own tenuous
reputations. As it is one of the most highly visible elements of marketing,
marketing communications too often reveals the underbelly of marketing and
management.<span style="mso-spacerun: yes;"> </span>While marketing communications
can be a key element to launch new products, elect politicians and even revive
an economy in the doldrums; it can also be an irritant to regulators,
watchdogs, unhappy buyers and users of misrepresented products and
services.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Decades of criticism of misleading face-to-face messages from
sales have been best represented by Arthur Miller’s character Willy Loman,
(Miller, 1998, Caywood and Laczniak, 1986).<span style="mso-spacerun: yes;">
</span>Advertising has its own marginal reputation, portrayed in the television
series <i style="mso-bidi-font-style: normal;">Mad Men</i> and studied in the
long respected work of Ivan Preston on advertising puffery as a form of
misleading mass messaging (Preston 1986). Another factor that has contributed
to the negative reputation of advertising has been unregulated political
advertising due to First Amendment protection, leading to disgust for
proliferation of negative political advertising.) (Caywood and Laczniak 1986
and Caywood and Preston 1986).<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The rest of marketing communications (and perhaps marketing)
seems to suffer the same degree of criticism.<span style="mso-spacerun: yes;">
</span>Direct mail or “junk mail” had its own club of critics
(Rothschild-Ewald, Vann, 2003 and 2008).<span style="mso-spacerun: yes;">
</span>While the latter field has moved increasingly to the Web the dependence
and use of customer “big data” merged with other behavioral data has made it
the subject of privacy challenges and the ethics of targeting tobacco users not
reachable through other channels.<span style="mso-spacerun: yes;"> </span>(Rapp,
Hill, Gaines, Wilson, 2009).<span style="mso-spacerun: yes;"> </span>Even the
seemingly “fun” field of promotions has become a field of digital and atomistic
coupon clutter outnumbering the pages in the thinner Sunday newspaper.<span style="mso-spacerun: yes;"> </span>Finally, the planned failure of the field to
reward customers with their deserved unfulfilled rebates is well known (Edwards
2006-2007).<span style="mso-spacerun: yes;"> </span>These are harsh statements
about inherently useful communication-based fields, but building and protecting
brands and reputations is a complex, perilous process. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">This chapter will explore how Integrated Marketing
Communications (IMC) has emerged as a reputation support force. This is shown
through examples as well as an explanation of the unique attributes of IMC. The
chapter will also delve into reputational risks with certain types of products
that pose a threat to consumers, users and influential people. Finally, there
will be a discussion of how communicating with consumers and dozens of other “protected
status” stakeholders can be a high-risk enterprise capable of building or ruining
an organizational reputation. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">To overcome these negative factors the chapter primarily addresses
the integrated marketing communications (IMC) strategic means to reduce the
risk to the reputation of a company, governmental body, non-governmental
organization (NGO), religious organization or individual.<span style="mso-spacerun: yes;"> </span>Despite the inherent risk of common communications
tactics, using the framework of an integrated marketing communications strategy
with stakeholders may help prevent reputation damage. An integrated strategy can
continuously build a positive reputation.<span style="mso-spacerun: yes;">
</span>As a managerial process, integrated marketing communications has
developed over the past two decades. It can support the creation of a more
positive reputation for an organization and more positive brands of the
activities, products and services of the organizations. (See Caywood, 2012 <i style="mso-bidi-font-style: normal;">Handbook</i>). <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<u><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Definitions:<span style="mso-spacerun: yes;"> </span>IMC,
Brands and Reputation<o:p></o:p></span></span></u></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">It is logical that an integrated strategy should be better
than a “disintegrated” one. IMC is captured with the benefit of a global
perspective in Kliatchko’s definition, which is more parsimonious and based on
his comprehensive analysis. He states, “IMC is an audience-driven business
process of strategically managing stakeholders, content, channels, and results
of brand communication programs.” (Kliatchko, 2008)<span style="mso-spacerun: yes;"> </span>One weakness of this definition is its use of
the word “business” which might detract for some readers from the value of IMC
in many organizations including government, politics, healthcare,
not-for-profits, NGOs and more. However, a precise definition of IMC is still
not yet definitive. Even the logical and heralded integration of functional
areas (sales, advertising, promotions, database marketing and public relations)
of marketing communications has not provided a clear path for IMC- based
reputational management.<span style="mso-spacerun: yes;"> </span>The intuitive
sense of combining a mix of traditional areas of marketing communications does
not prove its value. However, one business adage may apply:<span style="mso-spacerun: yes;"> </span>“We continue to profitably use it so we
believe it must work”. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">A recent massive academic literature search on integrated communications,
integrated marketing, relationship marketing and integrated marketing
communications does not demonstrate any substantial attention to the importance
of reputation in IMC or related fields except in a limited application to
product and services branding (Kondo and Caywood, 2011).<span style="mso-spacerun: yes;"> </span>The research suggests that relationship
marketing and integrated marketing with IMC have made marketing <span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span>more
customer oriented and/or more stakeholder oriented. The value of any of these
still partial theories is that marketing is becoming more holistic. And, a more
holistic, coordinated marketing should require a greater attention to the
building of a baseline positive reputation for the organization or baseline
positive brands for the products or services of organizations. <b style="mso-bidi-font-weight: normal;"><o:p></o:p></b></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">One area of serious conflict with a potential for
clarification of reputation management in marketing communications is branding
vs. reputation. Are they the same?<span style="mso-spacerun: yes;">
</span>Useful definitions of both may help us to understand where marketing communications
can be helpful or not in the promotion of brands and reputations.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<i style="mso-bidi-font-style: normal;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Brands<o:p></o:p></span></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Brands are not simply built on the repeat purchases or even
loyalty of customers. Branding is often misunderstood as purely related to the
logo, name, design and look of the name in print. More often, this means
trademark.<span style="mso-spacerun: yes;"> </span>Most contemporary marketing
experts tell us that the brand resides mostly in the mind of the consumer. The
American Marketing Association stated in 2008, "Marketing is the activity,
set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and
society at large." This was the broadest AMA definition to-date that reflected
more of a stakeholder approach.<span style="mso-spacerun: yes;"> </span>The AMA
relies on an expert committee to rethink the definition every five years.<span style="mso-spacerun: yes;"> </span>It may be time for the AMA to conduct a
social media exercise to have members define marketing, build a word cloud and
a community crafted definition as the Public Relations Society of American did
in December 2011.<span style="mso-spacerun: yes;"> </span>See word cloud
example: </span><span style="font-size: 9pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><a href="http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12/"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="color: blue;">http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12/</span></span></a></span><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Like the word “quality,” the words “brand” and “reputation”
need modifiers. Positive modifiers may be placed in a message by the product
producer or IMC agency, but the real positive or negative value is put on the
product or service by the buyer, user, expert or influential. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">For this discussion, “brand” will take a lower position than
“reputation” in the hierarchy of organizations.<span style="mso-spacerun: yes;">
</span>In part, this seems logical since many non-corporate and a few corporate
institutions do not offer highly visible product or service brands but do have
to manage their reputations.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<i style="mso-bidi-font-style: normal;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Reputation<o:p></o:p></span></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">As a communication challenge, the word reputation also has
this dynamic.<span style="mso-spacerun: yes;"> </span>Carroll succinctly states
that reputation is what is said about an organization (Carroll 2010).<span style="mso-spacerun: yes;"> </span>It is useful to note that reputation seems
story-based and therefore communications-based.<span style="mso-spacerun: yes;">
</span>When a wider range of channels or tools of communications can be used, then
the story can be told more efficiently (lower cost), effectively (goal
reaching) and even equitably (ethically and fairly targeted). <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">It is logical that strong and positive reputations are more
likely to be built on an effective integrated communications strategy with an efficient
consistent and strong external and internal orientation to those to whom the
reputation matters. Multiple efficient tactics including advertising, social
media, public relations and promotions can certainly be used to appeal to a
wide range of effectively reached stakeholders.<span style="mso-spacerun: yes;">
</span>A partial list of equitable targets would include employees, media,
social media, communities, virtual communities, government, universities,
suppliers, NGOs, investors, customers and consumers (Caywood, 2012 chapter 7). <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<u><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Emergence of IMC as a Reputational Support Process<o:p></o:p></span></span></u></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">In 1992 the advertising, direct marketing and public
relations faculty at Northwestern University’s Medill School of Journalism (not
the usually assumed Kellogg Graduate School of Management) launched a
comprehensive graduate program in a newly developing field. At the time,
agencies or marketing communication’s companies were traditionally labeled
“advertising”, “direct marketing” or “public relations”.<span style="mso-spacerun: yes;"> </span>All these functional areas were (and still
are) professional fields of practice. However, changes were coming.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The forward-looking agencies and their often large parent
holding companies were exploring how to combine the expertise and resources of
these separate fields. One goal of these acquisitions was to build a larger
revenue source from clients served by common agencies of the holding company
rather than many independent agencies.<span style="mso-spacerun: yes;">
</span>One way to do this was to build an integrated holding company of
agencies and consultancies sharing clients and profits from cross selling.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Northwestern’s advertising, PR and direct mail faculty and
students were the beneficiaries of industry’s search for new ideas on how to
create a more formal integrated process. At the time, faculty and practitioners
were searching for a label for what logically seemed the right outcome –
something integrated rather than what had been disintegrated. One of the
leading companies called it “holistic communications”.<span style="mso-spacerun: yes;"> </span>Another called it a “symphony” referring to
the complex instrumentation in an orchestral symphony.<span style="mso-spacerun: yes;"> </span>Some talked about “one voice, one look, one
feel.” Others branded their versions of the concept that seemed to take
greatest hold at the beginning of in the early 1990s the last decade of the
20th century as “integrated marketing communications” or IMC.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">It was not a wholly new idea. In fact, a number of marketing
professors had been teaching a subject popularly referred to as marketing
communications or marcom since the 1960s. One distinction was that schools of
management teaching marcom typically had no other courses that advanced a
single course in marcom.<span style="mso-spacerun: yes;"> </span>For the
generalist degree in business, marketers needed to consider several channels of
communications to promote their products and services. But since the same
students had to take courses on other elements of marketing and management
(pricing, distribution and product development), there did not seem to be any
room in the curriculum for additional courses in communications.<span style="mso-spacerun: yes;"> </span>Over two decades later, a small story in <i style="mso-bidi-font-style: normal;">Business Week</i> told how public relations
might finally find a toehold in schools of management (Argenti, 2011).<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Marcom may have been one of the most undervalued elements of
the classic description of the components of marketing - product, price, place,
promotion (4 Ps) pioneered by Michigan State professor Jerome McCarthy
beginning in the 1960s (William Perreault, Joseph Cannon and E. Jerome
McCarthy, 2011). One reason for calling it marcom was a symbolic representation
that it was not only mass advertising, usually taught in several courses
(creative, campaigns, strategy, cases, media planning) in schools of journalism
and mass communications. [Advertising and public relations’ placement in academic
journalism was an early 1900s outcome of newspapers’ depending on both for
content and one for revenue].<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">By the mid-20th century, broadcast and print advertising were
becoming dominant and expensive channels of promotion. However, to some
critics, mass advertising seemed far less relevant to the large
business-to-business economy. And, with the growth of the more focused
integration concept and practice, advertising seemed to be increasingly less
relevant to even mass advertising the business-to-consumer (B2C) marketing
efforts. The mass channels developed for most of the 20th century that included
television, newspaper, radio and magazine advertising seemed threatened by more
targeted and cost effective message channels.<span style="mso-spacerun: yes;">
</span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<u><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Development of IMC Brand and Reputation Process<o:p></o:p></span></span></u></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The goal of IMC for agencies included a logical argument that
offering a client a richer mix of tactics under a carefully integrated strategy
made good business sense but it also made good sense for the holding company’s
specialist firms to coordinate the budget for marketing research and
communications under a single umbrella.<span style="mso-spacerun: yes;">
</span>A notable failing of the assumption was that the client would increase
its marcom budget by simply adding public relations or adding direct
marketing.<span style="mso-spacerun: yes;"> </span>As it seems to have “played out”
the clients also logically looked for ways the marcom specialties could be
combined to save them promotional dollars in their budget. After all, the
economy in parts of the ‘80s and ‘90s were recessionary periods in business. They
were not as unstable as the present, dragged out recession from 2008 into the
second decade of the 21st century but it was an economic reminder of the need
for IMC-based numerator <u>and</u> denominator management. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">It is a continuing battle but IMC has gained some momentum
fighting for more measured results.<span style="mso-spacerun: yes;"> </span>IMC
teaches not only short-term outcomes but shows how to estimate realistic
calculations of the “lifetime value” of a customer or stakeholder relationship
by increasing the numerator (revenue). Of course, during recessions the marketing
expenses were also often cut as part of the denominator balancing. Along with
several other variables “lifetime value” is one of the advanced elements of
what constitutes modern IMC.<span style="mso-spacerun: yes;"> </span>Six key
elements are listed here.<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraph" style="margin: 0in 0in 10pt 0.5in; mso-list: l1 level1 lfo2; text-indent: -0.5in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">1.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">IMC is a managerial process.<span style="mso-spacerun: yes;"> </span>IMC raises the stature of advertising, PR and
marcom from a creative staff and tactics function to an advanced management
function. As a managerial process it depends heavily on planning,
implementation and evaluation.<span style="mso-spacerun: yes;">
</span>Traditionally marcom was driven by campaign implementation and some of
the most creative tactics available to organizations. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Planning and evaluation based on
research and metrics gave IMC a more formal role in decision-based
management.<span style="mso-spacerun: yes;"> </span>With this newer management
process, decisions could be analyzed at the higher policy, next strategic and
then tactical levels. Policy management included social, political, and
environmental and industry level decisions. <span style="mso-spacerun: yes;"> </span>These policy management decisions affected the
company-wide, market, and operations decisions and tactics. Strategic
contributions under IMC became more feasible to implement as they influenced
well-known tactics to sell products, build brands and strengthen reputations. Tactics
are an easy reach in most plans but IMC must still reach for policy level
contributions. <span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">2.<span style="mso-tab-count: 1;"> </span>IMC is a
research-based decision process. For many decades, advertising, public
relations, promotions and perhaps most commonly direct marketing relied on
research only about the audience or consumer. Advertising, PR and promotions
often relied heavily on the AIO factors of consumer/stakeholder <u>a</u>ttitudes,
<u>i</u>nterests and <u>o</u>pinions to determine the message and offer
content. For example, the psychographic profile of a consumer who likes the outdoors
enjoys sports and social interaction or other activities would be appealed to
with advertising or events matching those interests and themes.<span style="mso-spacerun: yes;"> </span>The social sciences were strong partners with
the marcom fields to profile the audience. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">3.<span style="mso-tab-count: 1;"> </span>IMC is
behaviorally determined.<span style="mso-spacerun: yes;"> </span>Direct
marketing experts contributed to IMC target marketing precisely based on the
previous purchase behaviors of the target.<span style="mso-spacerun: yes;">
</span>Fortunately, the direct marketing industry represented initially by
catalogue marketers, financial credit companies, political and other NGO
fundraising were able to track precisely the actions of the recipients who
responded directly.<span style="mso-spacerun: yes;"> </span>This form of
marketing, sometimes degradingly referred to as “junk mail” actually begat one
of the most advanced marketing metric models of “behavioral marketing.” It is based
not simply on attitude models but on actual purchases or decisions regarding an
offer of a product or service.<span style="mso-spacerun: yes;"> </span>Much of
what is known about consumers and stakeholders today is based on relationships
built by companies and other organizations with the customers, donors and
influential stakeholders. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">4.<span style="mso-tab-count: 1;"> </span>IMC is
stakeholder driven.<span style="mso-spacerun: yes;"> </span>This element of IMC
raises the bar of IMC from simply a sales-driven tactical process selling to
B2B customers or B2C consumers to a strategic communication process. This
function was not previously practiced broadly except by the smaller
professional field of public relations. With PR linked to IMC the difference
was far more significant.<span style="mso-spacerun: yes;"> </span>The C-Suite including
the CEO was reintroduced to the power of using strategic marketing and<span style="mso-spacerun: yes;"> </span>communications to build brand and
reputational relationships with many stakeholders including employees, the
press, the community, the social media, government at all levels, investors,
unions, NGOs, suppliers, trade groups and think tanks. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">5.<span style="mso-tab-count: 1;"> </span>IMC is both
financially determined both in a short-term and long-term framework. The simple
explanation was best used to illustrate how companies and other organizations
could profit from more careful planning of their marketing and other program
budgets. The company could, in some instances “cut its way to profits” by
reducing the denominator. We use the equation R/E equals “P” (where R= gross
revenues, E = gross operating expenses, including marketing, personnel and
equipment and P = gross profits) Using the simple formula R/E=P management can
increase profits “P” in two ways: One, the management can cut staff, cut
expenditures on advertising, PR or direct marketing and more by reducing the
denominator E. Or, two, management can increase the numerator R by raising
prices, increasing sales volume, selling to more customers or fostering more
sales to the same customers. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">This battle of the numerator and denominator is not new to
any budget bound organization.<span style="mso-spacerun: yes;"> </span>The
challenge for IMC proponents was to demonstrate how in both the short term, and
even more surely in the long term, IMC could increase revenues (numerator) by
efficient and effective expenditures on marcom (usually less of wasteful mass
advertising) make the organization more profitable.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">6.<span style="mso-tab-count: 1;"> </span>IMC also
depends on calculations that illustrate the “life-time customer value” of
specific customers and even stakeholders. This calculation, often discussed by
Don E. Schultz, offers management a path to investing more in some customers
than in others (<i style="mso-bidi-font-style: normal;">Measuring Brand
Communication ROI</i> Schultz, Jeffrey S. Walters).<span style="mso-spacerun: yes;"> </span>Over a period of time (metaphorically
“lifetime”) IMC managers estimate the revenues and profits of a particularly
key customer or a segment of consumers. The longer view of value allows the IMC
team to determine how much more or less they can invest in acquiring and
retaining a client or customer.<span style="mso-spacerun: yes;"> </span>Heavily
debated calculators for the idea abound:<span style="mso-spacerun: yes;">
</span></span><span style="font-size: 9pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><a href="http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="color: blue;">http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html</span></span></a></span><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">All of the elements listed above focus on utilizing all
resources possible to consider future outcomes, focus on all stakeholders using
research and behavioral science, avoid pitfalls of a societal or financial
nature and, therefore, enhance the reputation of the company or organization.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<i style="mso-bidi-font-style: normal;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Political
Examples of IMC<o:p></o:p></span></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">It was evident to some observers, including those managing
and writing about political campaigns (Caywood and Laczniak 1986), that direct
mail advertising, public relations, promotions and other channels of promoting
the message of the product (a candidate, in this case) were gaining enormous
momentum.<span style="mso-spacerun: yes;"> </span>The lifeblood of political
marketing was communications (in addition to money).<span style="mso-spacerun: yes;"> </span>For over two decades, prior to the
“invention” of IMC, political campaigns were run using voter behavior
databases, later celebrated as ‘breakthroughs’ in consumer marketing campaigns.
The messages about the candidate (and his or her reputation) could be
economically delivered via a wider range of channels. <span style="mso-spacerun: yes;"> </span>The channels to reach citizens who were most
likely to vote or donate, those who would vote for a specific party and those most
likely to vote for a specific candidates based on previous actions. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The 1986 campaign for U.S. Senate in Wisconsin by Scott
McCallum (later Governor) used an early data management software version of dBase
“dbase” as its organizing process. In a 1988 race for Lieutenant Governor,
McCallum’s political advisors used later derivations of the software. Several
Congressional campaigns in the second district of Wisconsin in the ‘80’s were
managed with software driving the messages that defined the positive
reputations of the candidates using a wide range of integrated media.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The integrated logic held for events, speeches, door-to-door
candidate efforts and leaflet distribution.<span style="mso-spacerun: yes;">
</span>Some channels used mass and other media that was not paid (earned
press).<span style="mso-spacerun: yes;"> </span>It was not free either since it
took experienced professionals to persuade reporters and editors in news to
report on the candidate’s positive and sometimes negative contacts with voters
and their speeches to targeted audiences.<span style="mso-spacerun: yes;">
</span>Part of the challenge of using public relations was that the channel was
not “controllable” as mass advertisers had become used to in purchased media. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Another important channel, mined heavily long before digital
communications spread widely in politics, is fondly called “snail mail” now,
but was the most personal channel of delivery at the time. <span style="mso-spacerun: yes;"> </span>Catalogue marketers, alumni associations,
military recruiting offices, political campaigns and charities depended on the
U.S. mail or “junk mail.”<span style="mso-spacerun: yes;"> </span>Candidate
fundraising money by mail depended on the was particularly popular use of
mailing lists from donated sources including clubs, churches, political parties
and purchased mail house lists (magazines, etc.). The software programs were
carefully designed to allow follow-up of communications and contributions,
which were tracked by database systems. A particularly popular commercial
database was called Hannibal (revealing its elephant themed partisan roots) was
developed in the mid-1980’s. Today the leading brands appear to be Aristotle
and Vocus often reported about and advertised in <u>Campaigns and Elections</u>
publication. (www.campaignsandelections.com). CITE<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">IMC eventually became the term applied to the Medill School
of Journalism’s Department of Advertising. Its goal, at the time, was to put
the right tactics in the right place, at the right time (advertising,
promotions, public relations and direct marketing). This functional description
later laid the groundwork for IMC. IMC became a managerial process that now
strategically helps to define the product and service reputation and branding
in marketing twenty years later.<span style="mso-spacerun: yes;"> </span>It also
created an umbrella concept of reputation that helped holding companies (then called
conglomerates) to make sense of their business strategy.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<i style="mso-bidi-font-style: normal;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Corporate
Brand and Reputation Building Examples<o:p></o:p></span></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Over the past three decades, the Chicago global company Sara
Lee has variously owned Hanes, Coach Leather, Ball Park Franks, Sara Lee baked
goods and many more companies (http://www.saralee.com). Each company in the
holding company portfolio was selected for its strong, positive brand name and
upward economic potential.<span style="mso-spacerun: yes;"> </span>Usefully, the
parent company name of Sara Lee was recognized as having a strong reputation
for financial management, leadership and careful development of the companies
it owned in the 1990s.<span style="mso-spacerun: yes;"> </span>In this way the
management of the reputation of the brands helped to build the reputation of
the corporate brand and vice versa.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Similarly, IBM found it could create branded names of
targeted technologies in the 1990s.<span style="mso-spacerun: yes;"> </span>Not
all the products of IBM enjoyed equal brand reputations or even the same
generally positive reputation of the parent company.<span style="mso-spacerun: yes;"> </span>For example, IBM’s ThinkPad laptop (later
sold to Lenovo in China) found the “ThinkPad” name could be favorably applied
to a wider range of products and services. An advisory board lead by Kevin
Clark, which I participated in, identified a wide range of products and
services that could benefit from the ThinkPad moniker.<span style="mso-spacerun: yes;"> </span>RSC6000 and AS400 were highly desired
mid-range computers for business but their names did not carry over as strong
and positive marketing communication assets.<span style="mso-spacerun: yes;">
</span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The Emerson Company in St. Louis, Missouri in the early 1990s
owned 40 different companies including Insinkerator (www.emerson.com). It took
a decade to manage the moving target of new divisions, SBUs and wholly owned
companies to be recognized as part of Emerson.<span style="mso-spacerun: yes;">
</span>Early in the branding and reputation building process using IMC and
management training at Northwestern’s Medill School, even business cards, used
by managers of the 40 companies, did not usually acknowledge the parent
company.<span style="mso-spacerun: yes;"> </span>At the parent company level,
Wall Street fund managers clearly recognized and rewarded the positive
reputation built by the managers of Emerson for its shareholders.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<u><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Reputation Management Under Stress<o:p></o:p></span></span></u></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<a href="https://www.blogger.com/null" style="mso-comment-date: 20111214T1057; mso-comment-reference: MC_1;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">One dimension
of the role of integrated marketing communications in reputation protection,
survival or maintenance is under stress</span></span></a><span class="MsoCommentReference"><span style="font-size: 7pt; line-height: 115%; mso-bidi-font-size: 9.0pt;"><!--[if !supportAnnotations]--><a class="msocomanchor" href="file:///C:/Users/ccaywood/Desktop/Documents/REputation/Jan3Chapter%20for%20Wiley%20book%20on%20reputation%2012_15_11%20MWC.docx" id="_anchor_1" language="JavaScript" name="_msoanchor_1"><span style="color: blue; font-family: Calibri;">[MC1]</span></a><!--[endif]--><span style="display: none; mso-hide: all;"><span style="mso-special-character: comment;"><span style="font-family: Calibri;"> </span></span></span></span></span><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">.<span style="mso-spacerun: yes;"> </span>For example, some organizations operate under
a constant state of stakeholder-induced stress (Caywood 2012).<span style="mso-spacerun: yes;"> </span>There are two categories of organizations
that fit this profile. One is makers of high-risk products and services that
can cause fatal or great damage such as food, transportation and energy.<span style="mso-spacerun: yes;"> </span>Another principle category is organizations
that deal with products or services that target “unprotected”, visible (e.g. children)
or invisible (e.g. poor) populations. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">For example, products and services marketed to children, the
elderly, racial minorities or even pet animals operate at a particularly high
level of reputational risk.<span style="mso-spacerun: yes;"> </span>Marketing,
even social marketing, is not prepared to address these issues.<span style="mso-spacerun: yes;"> </span>The limited focus on marketing on branding to
increase loyalty to sell the product or service does not address reputational
risks except to gain loyalty for re-purchase. Instead, a more integrated approach
led by public relations (corporate or strategic communications) provides the
theoretical and practical support for organizational reputations. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-spacerun: yes;"> </span>Because high-risk
oriented industries produce and sell potentially high-risk products, the number
of products and services that might be considered more risky than others is
enormous (see the following list).<span style="mso-spacerun: yes;"> </span>All products
and services might have some risk associated with them through poorly handled
use or deliberate misuse. Managers concerned with managing their corporate
reputation and SBU brand reputations are advised to begin to use IMC more
quickly if they manage any of the following categories of organizations,
products and services. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<i style="mso-bidi-font-style: normal;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">At-Risk Industries<o:p></o:p></span></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">There are identifiable categories of products and services that
have a potential to do severe damage or cause fatalities (e.g. poorly
formulated or tested pharmaceuticals, undercooked food, and auto safety). <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Pharmaceuticals<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="mso-tab-count: 1;"> </span></span><span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Prescription
drugs, over-the-counter drugs, natural supplements, <span style="mso-tab-count: 2;"> </span><span style="mso-tab-count: 3;"> </span>medical
record keeping, </span><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Food<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="mso-tab-count: 2;"> </span></span><span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Foods for
human consumption<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 2;"> </span>Animal
(pet) foods<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 2;"> </span>Fresh
or raw foods<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 2;"> </span>Packaged
foods <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="mso-tab-count: 2;"> </span>Prepared
foods in restaurants, homes</span><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Home<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span></span><span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Fire warning systems, smoke alarms<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Carbon monoxide alarms<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Product building content (e.g. insulation)<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Fire hazard roofing materials, construction<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Plumbing supplies<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Water saving equipment<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Maintenance<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span></span><span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Chain saws, cleaning chemicals<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Ladders, shelving, dollies, other<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Heating systems in homes,
public/private buildings and transportation<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Firewood
burning equipment<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Ventilation
equipment<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-spacerun: yes;"> </span>Carbon monoxide emission monitors<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Asbestos
covered products and removal procedures<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Propane
tanks in rural homes and patios<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Gas
explosions from pipes, leaks, street connection failure<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Fuel oil tanks and ground leaks<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Transportation<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Airplanes, auto, trucks, ships,
school buses, recreational boats, sailboats, snowmobiles, water jet skis, subways,
bicycles, buses, trolleys<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 3;"> </span>General
related transportation products/services<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Instruction<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Licensing, <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Product
safety check-up<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Flotation
devices<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 3;"> </span><span style="mso-tab-count: 1;"> </span>Fuel safety measures<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 3;"> </span><span style="mso-tab-count: 1;"> </span>Design failure <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 4;"> </span>Seat
belts<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Driver
standards and background checks<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 2;"> </span><span style="mso-tab-count: 2;"> </span>Night, early day schedules
<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 2in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Safety belts, airbags, padded
dashes, breakaway mirrors, blind spot sensors, tire size issues, wheel design <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1in; text-indent: 0.5in;">
<span style="line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Mass transit<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="mso-tab-count: 4;"> </span></span><span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Travel security
regarding terrorism,<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 4;"> </span>New
travel IDs for passengers<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 4;"> </span>Employee
investigation, training<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 4;"> </span>Lighting,
signage, warning messages <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 4;"> </span>Public
messages for acceptance of rules<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Skin and Beauty Products and
Services<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span></span><span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Cosmetics
with risk to the elderly, young, pregnant<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Cosmetics
with risk to eyes<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 2;"> </span><span style="mso-tab-count: 1;"> </span>Age-related treatments <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Any
products with internal and external use<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Medical
elective surgery<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 2;"> </span></span><span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Lasik surgery,
plastic surgery, tattoos, hair transplants<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Age and weight related treatments -
skin, chemical peels, and gastric bypass surgery<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Entertainment</span><span style="line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Children’s
programs, advertising using entertainment characters<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Pornography,
R- and X-rated movies for general distribution<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 1in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Movies, theater, music video games,
comics, television (with regard to violence, racial issues, crime, sexual
concerns)<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in; text-indent: 0.5in;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Parks
including roller-coasters and other rides, food, security, <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></div>
<span style="font-family: "Calibri",sans-serif; font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br clear="all" style="mso-special-character: line-break; page-break-before: always;" />
</span>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<v:rect filled="f" id="Rectangle_x0020_2" o:gfxdata="UEsDBBQABgAIAAAAIQC75UiUBQEAAB4CAAATAAAAW0NvbnRlbnRfVHlwZXNdLnhtbKSRvU7DMBSF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" o:spid="_x0000_s1026" strokecolor="#974706 [1609]" strokeweight="2pt" style="height: 152.15pt; left: 0px; margin-left: 27.4pt; margin-top: 0.05pt; mso-height-percent: 0; mso-height-relative: margin; mso-position-horizontal-relative: text; mso-position-horizontal: absolute; mso-position-vertical-relative: text; mso-position-vertical: absolute; mso-width-percent: 0; mso-width-relative: margin; mso-wrap-distance-bottom: 0; mso-wrap-distance-left: 9pt; mso-wrap-distance-right: 9pt; mso-wrap-distance-top: 0; mso-wrap-style: square; position: absolute; text-align: left; v-text-anchor: middle; visibility: visible; width: 270.95pt; z-index: 251658240;"><span style="font-family: Calibri;">
<v:path arrowok="t">
</v:path><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Sports – selling, playing, sponsoring<o:p></o:p></span></span></v:rect></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 10pt; line-height: 115%; mso-bidi-font-size: 12.0pt;"><span style="font-family: Calibri;"><span style="mso-spacerun: yes;"> </span><span style="mso-tab-count: 2;"> </span><span style="mso-spacerun: yes;"> </span>Helmets, mouth guards, masks, metal bats<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 10pt;">
<span style="font-size: 10pt; mso-bidi-font-size: 12.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Eye protection, clothing <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 10pt;">
<span style="font-size: 10pt; mso-bidi-font-size: 12.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Speed (race track design, safety
equipment)<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 0in 10pt;">
<span style="font-size: 10pt; mso-bidi-font-size: 12.0pt;"><span style="font-family: Calibri;"><span style="mso-tab-count: 1;"> </span><span style="mso-tab-count: 1;"> </span>Medical (game rules, check-ups)<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<i style="mso-bidi-font-style: normal;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;">
<i style="mso-bidi-font-style: normal;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">At-Risk
Populations of Targeted Stakeholders<o:p></o:p></span></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">This category focuses on the targeted buyers (moms), users
(children) and influentials (press or social media site).<span style="mso-spacerun: yes;"> </span>Some of the populations listed are simply
perceived by society (depending on the exact culture) as more vulnerable.
Organizations selling or working with such groups must use reputational
management as a process to thwart the appearance of exploiting the targets. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The assumption is that some populations of citizens require or
are owed more protection from avarice, illegal and immoral organizational
activities. In scientific research, for example, some cite the following:<span style="mso-spacerun: yes;"> </span>fetuses, children, prisoners, pregnant women,
mentally disabled or cognitively impaired persons, terminally ill patients, the
elderly, students and employees, survey research that involves AIDS information
either with the general public or with vulnerable populations, or economically
or educationally disadvantaged persons<span style="mso-spacerun: yes;">
</span>(St. Catherine, 2010). <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Examples of protective legal and moral action taken to-date are
highly specific laws targeted at preventing the abuse of selling to a certain audience.
Examples are the advertising of children’s toys, marketing of financial
services to the elderly, puffery-based advertising that misleads the less
educated or common man and contracts that are difficult to understand for the
less educated or ESL customers, especially from agencies like the FDA, FTC or
Federal Reserve Board (Federal Reserve Board, 2008). The leadership of some
companies such RC2 Corporation (RCRC) as failed to even understand the
connection between their ethical obligation to protect the targets of their
marketing a children’s toy (Thomas the Tank Engine) and a quick profit on
manufacturing the product by second and third parties in China without caring
about the sourcing of the dangerous lead paint used in production. http://www.bloomberg.com/news/2011-03-22/rc2-investor-sues-to-block-640-million-sale-to-japanese-toymaker-tomy-co-.html
<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-spacerun: yes;"> </span>The order is random
since each product, service or case will require very specific analysis regarding
risks.<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">1.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">People with
physical disabilities<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">2.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Those who
are mentally ill<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">3.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;"><span style="mso-spacerun: yes;"> </span>Lower IQ individuals<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">4.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The poor<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">5.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Racial minorities<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">6.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The elderly<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">7.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Children
(e.g. lead painted toys in China)<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">8.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Pregnant
women <span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">9.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Military
and former military personnel<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">10.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Uneducated,
less educated, illiterate populations<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">11.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Immigrants<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">12.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Any
combination of the above excluding the next population<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 2.25in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-family: Calibri; mso-bidi-font-size: 16.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">13.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Pets<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; mso-add-space: auto;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpLast" style="margin: 0in 0in 10pt; mso-add-space: auto;">
<u><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Conclusion<o:p></o:p></span></span></u></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The advanced metrics and elements of integrated marketing
communications offer marketers and communication professionals a superior
strategy to manage reputations and brands. The IMC approach also offers a more
broadly defined understanding of how crucial it can be to consider all
stakeholders. Finally, IMC considers the fragility of some products and
services and certain stakeholder groups. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caution seems reasonable when crafting a positive reputation
for an organization under any circumstance. First, there is a level of distrust
with which many communications efforts are regarded. Furthermore, when the
products and services are labeled higher risk by regulators or by society, the
management of the reputation building process seems even more precarious.<span style="mso-spacerun: yes;"> </span>In the same way when the analysis shows that
the stakeholder groups targeted to purchase or be involved with the product or
service are<span style="mso-spacerun: yes;"> </span>high visibility, high risk
populations, the reputation building process is, once again, more tenuous.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">The risks are many and varied. The stakeholders are present,
some vulnerable, some vigilant and all significant. Integrated Marketing
Communications has been shown to use managerial, financial, research-based and
behaviorally-determined means to guard and enhance reputations. With so many
factors and stakeholders to consider, it seems advisable to do everything
possible to protect your company or organization’s greatest asset.<o:p></o:p></span></span></div>
<span style="font-family: "Calibri",sans-serif; font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 16.0pt; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br clear="all" style="mso-special-character: line-break; page-break-before: always;" />
</span>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p><span style="font-family: Calibri;"> </span></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">References<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Bloomberg on RC2, http://www.bloomberg.com/news/2011-03-22/rc2-investor-sues-to-block-640-million-sale-to-japanese-toymaker-tomy-co-.html<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caywood, Clarke L. (ed.) 2012, <u>The Handbook of Strategic
Public Relations and Integrated Marketing Communications</u>, McGraw-Hill, NY. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caywood, Clarke L. “The Future of Public Relations” in Calder,
Bobby (ed.) <u>Kellogg on Advertising and Media</u>, 2009. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caywood, Clarke L. Caywood, Clarke L.<span style="mso-spacerun: yes;"> </span>“New Metrics for Public Relations” for <i style="mso-bidi-font-style: normal;">International Public Relations Research
Conference</i>. Miami: University of Miami, 2005.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">“The Role of Customer Information Management and Usage in
Best Practice Customer Management”, Irwin, Caywood, Henderson. <u>The Customer
Management Scorecard</u>, Woodcock et al., Korgan Page Publishing, 2003.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Nowak, Glen, Galen Cole, Susan Kirby, Vicki Freimuth (all
CDC) and Clarke Caywood, "The Application of 'Integrated Marketing
Communications' to Social Marketing and Health Communication: Organizational
Challenges and Implications" in <i style="mso-bidi-font-style: normal;">Social
Marketing Quarterly</i>, Special Issue in Innovative Social Marketing, 2002.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Langrehr, F.W., V.B. Langrehr and Clarke Caywood (1997),
"A Multi-Meaning Study of the Value Messages in Print Advertising",
R. Belk (ed.) <i style="mso-bidi-font-style: normal;">Research in Consumer
Behavior</i><u>,</u> (1997).<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Langrehr, Fred and Clarke Caywood), "A Semiotic Approach
to Determining the Sins and Virtues Portrayed in Advertising" in <i style="mso-bidi-font-style: normal;">Journal of Current Issues and Research in
Advertising</i> 17, Spring (1995): 33-47.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Duncan, Tom and Clarke L. Caywood, “Integrated Marketing
Communications - An Evolutionary Model" in <u>Integrated Marketing Communications
- Research and Theory</u>, Esther Thorson ed., New Jersey: Erlbaum, 1996.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caywood, Clarke L. and Raymond P. Ewing, "Integrated
Marketing Communications: A New Master's Degree Concept” <i style="mso-bidi-font-style: normal;">Public Relations Review</i>, Vol. 17, no. 3 (1991): 237-244. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Thorson, Esther; William Christ; and Clarke L. Caywood),
"Effects of Issue - Image Strategies, Attack and Support Appeals, Music,
and Visual Content in Political Commercials on Attitudes, Memory and Voting
Content" <i style="mso-bidi-font-style: normal;">Journal of Broadcasting and
Electronic Media</i>, 35 no. 4 (1991): 465-486. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Thorson, Esther, William G. Christ, and Clarke L. Caywood),
"Selling Candidates Like Tubes of Toothpaste: Is the Comparison Apt?"
<u>in Television and Political Advertising, Volume 1: Psychological Processes,</u>
Frank Biocca, ed., Hillsdale, NJ: Lawrence Erlbaum, Assoc., 1991, 145-172. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Richards, Jef I. and Clarke L. Caywood), "Symbolic
Speech in Political Advertising: Encroaching Legal Barriers" <u>Television
and Political Advertising, Volume 2, Signs, Codes and Images</u>, Frank Biocca,
ed. Hillsdale, NJ: Lawrence Erlbaum Assoc., (1991): 231-256. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caywood, Clarke L. and Frederick W. Langrehr,
"Definitional Issues Related to Using the Seven Sins and Seven Virtues as
a Model for Advertising Analysis," <i style="mso-bidi-font-style: normal;">Current
Issues and Research in Advertising</i>, 12, (1990): 43-62.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caywood, Clarke L. and Ivan L. Preston, "The Continuing
Debate on Political Advertising: Toward a Jeopardy Theory of Political
Advertising as Regulated Speech," <i style="mso-bidi-font-style: normal;">The
Journal of Public Policy and Marketing</i>, Vol. 8, (1989), 204-226.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Langrehr, Frederick W. and Clarke L. Caywood "An
Assessment of the 'Sins' and 'Virtues' Portrayed in Advertising," <i style="mso-bidi-font-style: normal;">International Journal of Advertising</i>,
Vol. 8, (1989): 391-403.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caywood, Clarke L. and Gene R. Laczniak, "The Marketing
of Political Candidates: Current Tactics and Future Strategies," in <u>Social
Marketing</u>, Seymour Fine, ed. Boston: Allyn and Bacon, 1989.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Laczniak, Gene R. and Clarke L. Caywood), "The Case For
and Against Televised Political Advertising: Implications for Research and
Public Policy," <i style="mso-bidi-font-style: normal;">The Journal of
Public Policy and Marketing</i>, Vol. 6, (1987): 16-32. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caywood, Clarke L. and Connie L. Bauer, "An Electronic
Bulletin Board System for the Sales Profession," <i style="mso-bidi-font-style: normal;">Journal of Personal Selling and Sales Management</i>, November, (1986):
85-90. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Caywood, Clarke L. and Gene R. Laczniak, "Ethics and
Personal Selling: Death of a Salesman as an Ethical Primer," <i style="mso-bidi-font-style: normal;">Journal of Personal Selling and Sales
Management</i>, July, (1986): 81-88. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;">Caywood, Clarke L. and Gene R. Laczniak, "Unethical
Political Advertising: Decision Considerations for Policy and Evaluation,"
<i style="mso-bidi-font-style: normal;">American Marketing Association Winter
Conference Proceedings</i> and presentation, Phoenix, Arizona, (1985): 37-41. St.
Catherine’s University, 2010, </span><span style="font-size: 9pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><a href="http://minerva.stkate.edu/irb.nsf/pages/specialpopulations"><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="color: blue;">http://minerva.stkate.edu/irb.nsf/pages/specialpopulations</span></span></a></span><span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%; mso-bidi-font-size: 16.0pt;"><span style="font-family: Calibri;">Federal Reserve Board, Report to the Congress on Credit
Scoring and Its Effects on the Availability and Affordability of Credit,
Submitted to the Congress pursuant to section 215 of the Fair and Accurate
Credit Transactions Act of 2003 August 2007, 2008,
https://federalreserve.gov/boarddocs/rptcongress/creditscore/differential.htm#toc10.2<o:p></o:p></span></span></div>
<br />
<div style="mso-element: comment-list;">
<!--[if !supportAnnotations]-->
<hr align="left" class="msocomoff" size="1" width="33%" />
<!--[endif]-->
<div style="mso-element: comment;">
<!--[if !supportAnnotations]-->
<div class="msocomtxt" id="_com_1" language="JavaScript">
<!--[endif]--><span style="mso-comment-author: "Mary Caywood";"><!--[if !supportAnnotations]--><a href="https://www.blogger.com/null" name="_msocom_1"></a><!--[endif]--></span>
<div class="MsoCommentText" style="margin: 0in 0in 10pt;">
<span class="MsoCommentReference"><span style="font-size: 9pt;"><span style="mso-special-character: comment;"><span style="font-family: Calibri;"> <!--[if !supportAnnotations]--></span><a class="msocomoff" href="file:///C:/Users/ccaywood/Desktop/Documents/REputation/Jan3Chapter%20for%20Wiley%20book%20on%20reputation%2012_15_11%20MWC.docx"><span style="color: blue; font-family: Calibri;">[MC1]</span></a><!--[endif]--></span></span></span><span style="font-family: Calibri;">Here,
you are saying that the test is under stress.<span style="mso-spacerun: yes;">
</span>Do you mean that?<span style="mso-spacerun: yes;"> </span>Also, Are you
talking about the role of IMC in reputation protection or and reputation
protection?<o:p></o:p></span></div>
<div class="MsoCommentText" style="margin: 0in 0in 10pt;">
<o:p><span style="font-family: Calibri;"> </span></o:p></div>
<!--[if !supportAnnotations]--></div>
<!--[endif]--></div>
</div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-21632634769281473312016-02-23T16:13:00.002-06:002016-02-23T16:13:49.905-06:00Reputation or Branding in Integrated Marketing Communication for Sage Encycopedia of Reputation Management 2016<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Draft:<span style="mso-spacerun: yes;"> </span>Strategic and Tactical Integrated Marketing
Communications – Branding or Reputation Management?<span style="mso-spacerun: yes;"> </span>For Sage Encyclopedia of Reputation
Management 2015 entry on IMC.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Integrated
Marketing Communication (IMC) is “The ethical process of managing all
transparent sources of information about a product/service to which a consumer,
prospect, or stakeholder is exposed which truthfully and behaviorally moves
them toward a sustainable sale and/or relationship and maintains
consumer/stakeholder loyalty” (6). IMC exits at several levels of practice but
more important, IMC broadens the fields of marketing, advertising, public
relations regarding the strategic challenge of branding and reputation
management. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">It might be
more accurate to call integrated marketing communications a newer strategy in
organizational communications. This academic and professional field has been
around as the acronym “IMC” for nearly a quarter of a century at Northwestern University’s
Medill School of Journalism, Media and Integrated Marketing Communications. (1)
(2) and at Colorado University – Boulder (3) (4). <span style="mso-spacerun: yes;"> </span>Today, the field exists as a course in many
schools of Journalism and Schools of Communications. Since the field of
communications is only taught strategically in less than a handful of business schools,
it represents the cooperation between advertising and public relations as
historically taught from the beginning of the 20<sup>th</sup> century in
schools of journalism. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">The earliest
definition of IMC was for a 1991 report to the largest advertising association.<span style="mso-spacerun: yes;"> </span>The simplest definition from industry
(Association of National Advertisers and American Association of Advertising
Agencies) is that IMC is defined as “a concept of marketing communications planning
that evaluates the strategic roles of a variety of communications disciplines
such as general advertising, direct response, sales promotion and public
relations, and combines these disciplines to provide clarity, consistency, and
maximum communications impact” (5). Each subsequent definition of IMC became
broader and more managerial rather than tactical.<span style="mso-spacerun: yes;"> </span>More advanced definitions of IMC are now
strategic, ethical, transparent, cross- organizational and concern many
stakeholders.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Perhaps the
most powerful strategic use of multiple channels began in the 19<sup>th</sup>
century, with the intense political campaign use of buttons, flyers, stump speeches,
newspaper quotes, stories and advertisements. In the early to late 20th century
there was a flood of political campaign network TV advertising, cable ads,
billboards, radio ads, newspaper stories and ads, websites, email fundraising,
flyers, campaign buttons, skywriting, door-to-door request for votes, mobile
sound systems on trucks and cars, events and much more (7). Today with the addition
of the Internet in communications for business, politics, government and non-governmental
organizations (NGOs)<span style="mso-spacerun: yes;"> </span>we have the widest
range of choices to be used to reach, inform, persuade or simply notify voters,
audiences, publics or stakeholders. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Certainly
the Internet has allowed communications to explode as much as or more than the
invention of the printing press. The need for more accurate and powerful
methods to reach all critical stakeholders, not just consumers, is a strongest
reason for IMC.<span style="mso-spacerun: yes;"> </span>The stakeholder concept
is critical to the growth of IMC. <span style="mso-spacerun: yes;"> </span>In too
much of traditional marketing, the only stakeholder has been the consumer in
business-to-consumer marketing or the customer in business-to business marketing.<span style="mso-spacerun: yes;"> </span>While marketing is a broader strategic
process than communications, many intelligent observers agree with the
consulting firm Forrester, which states: “Marketing communications may be the
only controllable decision in marketing today.”<span style="mso-spacerun: yes;">
</span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">The momentum
of IMC was garnered in the beginning from the sometimes unfairly labelled
business of “junk mail.” <span style="mso-spacerun: yes;"> </span>While some of
the criticism was deserved, the realignment of direct mail within IMC created a
more strategic model that relied on evaluation and research. In the first
decade of IMC direct mail taught mainstream marketers that they could know
valuable information about their B2C consumer or B2B customer from sales order
history including seasonal timing, price sensitivity, product mixes,
subscriptions to lifestyle publications and trends in sales that could be
offered to consumers with similar profiles. While the word “direct” could be a
neutral term, it also became entangled in fraudulent offers of inferior
products, extra, unexpected fees and charges, catalogue image misrepresentation
in contests and offers sponsored by a formerly proud organization such as The Reader’s
Digest Association, that exploited the elderly and poor; and Publishers
Clearing House Sweepstakes, with the puffed promises that mislead millions.
Even the sale of tobacco related products sold to people on lists of smokers
and created by agencies such as Leo Burnett after tobacco advertising was
forbidden fouled the traditions of communications. <span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">All the personal
data floating around and being consolidated in increasingly powerful and useful
computers would eventually lead to the use of so-called “big data” in 21<sup>st</sup>
century IMC. <span style="mso-spacerun: yes;"> </span>Big data could reach highly
specified audiences who might consider the communications to have value to them
rather than being “junk.” Such databases started with public and sometimes
secret government organizations that maintained large databases for the Patriot
Act, census, education, health, taxes and other precursors of data collection
in demographic categories. The mergers of companies included the mergers of
databases leading to stronger insights to the traits of consumers and all
stakeholders.<span style="mso-spacerun: yes;"> </span>Even as some direct mail
continued its invasive tactics, a more strategic IMC led to message delivery
via the Internet in the form of emails and precisely targeted banner messages
on the web.<span style="mso-spacerun: yes;"> </span>A more mature form of IMC
was evolving.<span style="mso-spacerun: yes;"> </span>At the same time traditional
advertising, which had exploded in marketing during the second half of the 20<sup>th</sup>
century because of television, lost much of its luster and impact as more
targeted tactics were devised. Certainly the growth of cable networks
contributed to opportunities for more integrated communications across
audiences known to view specific shows and categories of programming.<span style="mso-spacerun: yes;"> </span>However, the days of only 3 major networks
was dead and dying like other mass communications including newspapers and
large subscription magazines. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">PR as an IMC
Leader – Outside-in Management<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">One of the
most significant beneficiaries from IMC in the professional field of
communications was the field of public relations. PR is defined as the
profitable integration of an organization’s new and continuing relationships
with stakeholders, including customers, by managing all communications contacts
with the organization which create and protect the brand and reputation of the
organization (8).<span style="mso-spacerun: yes;"> </span>Unlike advertising and
direct mail, public relations has depended on a very long list of strategies
and tactical communications to reach audiences beyond consumers. A unique
advantage of public relations or, less frequently, strategic communications, was
its power beyond marketing. <span style="mso-spacerun: yes;"> </span>This is
significant for organizations who had recognized that both marketing and communications
are strategic management functions that reach many more audiences than some
still traditional marketers tout as only the consumer.<span style="mso-spacerun: yes;"> </span>The term public, from public relations, has evolved
to become the term stakeholder and includes hundreds of possible communication targets
inside and outside an organization listed in the next section. <span style="mso-spacerun: yes;"> </span>Ray Ewing called this outside-in management,
necessary to manage an organization’s response to issues outside its direct
control by looking at the world of publics or stakeholders (9).<span style="mso-spacerun: yes;"> </span>Marketing was one powerful way to be outside
oriented but PR was far richer and earlier from this point of view.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Branding or
Reputation Management<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">To address
the issue of reputation management in IMC there are two distinct
approaches.<span style="mso-spacerun: yes;"> </span>For the most part the
classic field of advertising uses “branding” (graphics and font styles for a
name and image) as a symbol to represent a company or product as distinctive
from others.<span style="mso-spacerun: yes;"> </span>Branding has also developed
to represent a still narrow symbol of a company’s reputation. Branding is used widely
but it is most often a definition of the products’ or services’ reliability,
value, history and promised level of quality. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Again, showing
the distinctions between the founding disciplines of IMC, advertising, public relations
and direct marketing, the concept of “reputation” is more broadly defined in
the discipline of PR and IMC to address all the qualities of branding but as applied
to the entire organization and its leadership.<span style="mso-spacerun: yes;">
</span>More importantly, rather than focusing on the important but limited
definition of a consumer or customer, PR professionals focus on all the
stakeholders relevant to the organization. For reputation management, public
relations has led in the use of word, voice and image tracking systems which
automatically read and report on hundreds to<span style="mso-spacerun: yes;">
</span>billions of messages from all sources of media. These digital tracking
systems are extremely valuable because computers read, analyze and report what
is being written or said about a company, leader, product or stakeholder so
that crises can be anticipated and prevented (11) (9) (8). <span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">What is
critical to the management of both reputation and branding is that senior
marketing and sales managers may take branding considerations into every
decision. However, to enhance and protect the larger reputation of their
organization and marketing brands, they must cooperate with general senior
management under the guidance of a Senior Vice President of Public Relations or
the Chief Communications Officer. The reputation concept is necessarily broader
since it addresses the value, quality, history and image of the organization
and its leadership from the viewpoint of the following selected stakeholders
which includes the reputation of the company in their industry and more
importantly in society (9) (12) (13):<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Investors,
both individual and institutional <o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Employees,
past, present and future <o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Community,
in this case literally the community of families and people living near the
physical offices, factories and warehouses <o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Community
in the contemporary sense of social media communities <o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Government
leaders and institutions at the local, regional, state, federal and global levels
with policy or public influence <o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Suppliers
who provide staffing, product supplies for operation, computer systems and much
more <o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Universities
that provide technical support through research and graduating students<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Labor
unions where relevant to the operations and goals of the organization<o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Non-governmental
organizations and other not-for-profits whose missions intersect <o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Political
parties and independent political organizations whose goals align or conflict <o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Trade
and professional associations <o:p></o:p></span></span></div>
<br />
<div class="MsoListParagraphCxSpLast" style="margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-size: 12pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">-</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">Other
highly specific and relevant organizations such as local school districts and
trade associations<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">In
conclusion, the concept of reputation as linked to the newer practice of IMC
demonstrates that market branding is not enough.<span style="mso-spacerun: yes;"> </span>While critical for the more narrow focus of
most marketing strategies and tactics, the concept of reputation, as demonstrated
throughout this book, relies on the critical and integrated mix of
communications-based professional fields such as public relations, advertising,
marketing and big data from many sources and newer data tracking systems
searching for emerging problems to predictively deal with the future. With the
help of IMC, reputation management is the charge of organizational leaders (9).<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><o:p> </o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">1. Caywood,
Clarke and Raymond Ewing (1991), “Integrated Marketing Communications: A
New<span style="mso-spacerun: yes;"> </span>Master’s Degree Concept,” Public
Relations Review, 17 (3), 237-244 Caywood, C.L., D.E. Schultz, and P. Wang
(1991), IMC: A Survey of Consumer Goods Advertisers. Northwestern University
Report.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">2. Schultz,
Don E, Stanley Tannenbaum and Robert Lauterborn, (1994), <i style="mso-bidi-font-style: normal;">Integrated Marketing Communications</i>, NTC Books, Lincolnwood IL. <o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-family: Calibri;"><span style="color: #4a4a4a; font-size: 12pt; line-height: 107%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">3. Duncan, T. and
C. Caywood (1996), <i style="mso-bidi-font-style: normal;">The Concept, Process,
and Evolution of Integrated Marketing Communication</i>, in Thorson, E. &
J. Moore, <i>Integrated Communication: Synergy of Persuasive Voices</i>.
Mahwah, NJ: Lawrence Erlbaum, 13–34.</span><span style="color: #111111; font-size: 12pt; line-height: 107%; mso-bidi-font-family: Arial;"><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #111111; font-size: 12pt; line-height: 107%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Calibri;">4. Duncan, Tom and
Sandra Moriarty (1997) </span></span><a href="http://www.amazon.com/dp/0786308222/ref=rdr_ext_tmb" title="Go to "Driving Brand Value: Using Integrated Marketing to Manage Profitable Shareholder Relationships" page"><span style="font-family: Calibri;"><i style="mso-bidi-font-style: normal;"><span style="color: black; font-size: 12pt; line-height: 107%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman"; mso-themecolor: text1; text-decoration: none; text-underline: none;">Driving
Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder
Relationships</span></i><span style="color: black; font-size: 12pt; line-height: 107%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman"; mso-themecolor: text1; text-decoration: none; text-underline: none;">,
McGraw-Hill, NY.</span></span></a><span style="color: black; font-size: 12pt; line-height: 107%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman"; mso-themecolor: text1;"><span style="font-family: Calibri;"><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<span style="font-family: "Calibri",sans-serif; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">5. Caywood, Clarke, Don Schultz and Paul Wang
(1991) Working Paper for the American Association of Advertising Agencies. <o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="background: white; margin: 0in 0in 2.25pt; mso-line-height-alt: 9.75pt;">
<span style="color: black; font-size: 12pt;"><span style="font-family: Calibri;">6. Caywood, Clarke
(2013) Conference talk for American Academy of Advertising, annual meeting.
Competitive session, Hawaii.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="background: white; margin: 0in 0in 2.25pt; mso-line-height-alt: 9.75pt;">
<span style="color: black; font-size: 12pt;"><o:p> </o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; margin: 0in 0in 2.25pt; mso-line-height-alt: 9.75pt;">
<span style="color: black; font-size: 12pt; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Calibri;">7. Caywood, Clarke L. and Gene R.
Laczniak, (1989) "The Marketing of Political Candidates: Current Tactics
and Future Strategies," in <i style="mso-bidi-font-style: normal;">Social
Marketing</i>, Seymour Fine, ed. Allyn and Bacon, Boston.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="background: white; margin: 0in 0in 2.25pt; mso-line-height-alt: 9.75pt;">
<span style="color: black; font-size: 12pt; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman"; mso-themecolor: text1;"><o:p> </o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; margin: 0in 0in 2.25pt; mso-line-height-alt: 9.75pt;">
<span style="color: black; font-size: 12pt; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Calibri;">8. Ewing, Ray (1986) <i style="mso-bidi-font-style: normal;">Managing the New Bottom Line – Issues
Management for Senior Executives</i>, McGraw-Hill, NY.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="background: white; margin: 0in 0in 2.25pt; mso-line-height-alt: 9.75pt;">
<span style="color: black; font-size: 12pt; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><o:p> </o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; margin: 0in 0in 2.25pt; mso-line-height-alt: 9.75pt;">
<span style="color: black; font-size: 12pt; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Calibri;">9. Caywood, Clarke (2012) <i style="mso-bidi-font-style: normal;">The Handbook of Strategic Public Relations
and Integrated Marketing Communications</i>, McGraw-Hill, NY, and Caywood,
Clarke (1996) ed. The Handbook of Strategic Public Relations and Integrated
Communications, McGraw-Hill, NY.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="background: white; margin: 0in 0in 2.25pt; mso-line-height-alt: 9.75pt;">
<span style="color: black; font-size: 12pt;"><o:p> </o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-family: Calibri;"><span style="color: black; font-size: 12pt; line-height: 107%;">10.
</span><span style="font-size: 12pt; line-height: 107%;">Englehart, Hud, “Crisis
Management – New Channels, Same Old Static” in Caywood (2012) <i style="mso-bidi-font-style: normal;">The Handbook of Strategic Public Relations
and Integrated Marketing Communications,</i> McGraw-Hill, NY. <span style="color: black;"><o:p></o:p></span></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">11. </span></span><a href="http://evolve24.com/"><span style="font-size: 12pt; line-height: 107%;"><span style="color: #0563c1; font-family: Calibri;">http://evolve24.com/</span></span></a><span style="font-size: 12pt; line-height: 107%;"><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">12. Duncan,
Thomas R., Clarke Caywood and Doug Newsom (1993), Preparing Advertising and
Public Relations Students for the Communications Industry in the 21st Century:
A Report of the Task Force on Integrated Communications.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">13. </span></span><a href="http://yahoo.brand.edgar-online.com/EFX_dll/EDGARpro.dll?FetchFilingHtmlSection1?SectionID=6088369-121513-137854&SessionID=POJoHv6UTlQDel7"><span style="font-size: 12pt; line-height: 107%;"><span style="color: #0563c1; font-family: Calibri;">http://yahoo.brand.edgar-online.com/EFX_dll/EDGARpro.dll?FetchFilingHtmlSection1?SectionID=6088369-121513-137854&SessionID=POJoHv6UTlQDel7</span></span></a><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">;<span style="mso-spacerun: yes;">
</span></span></span><a href="http://www.hotstocked.com/10-k/rc2-corp-RCRC-354984.html"><span style="font-size: 12pt; line-height: 107%;"><span style="color: #0563c1; font-family: Calibri;">http://www.hotstocked.com/10-k/rc2-corp-RCRC-354984.html</span></span></a><span style="font-size: 12pt; line-height: 107%;"><span style="font-family: Calibri;">;<span style="mso-spacerun: yes;">
</span></span></span><a href="http://news.bbc.co.uk/2/hi/asia-pacific/6943689.stm"></a><a href="http://www.webmd.com/children/tc/lead-poisoning-topic-overview"><span style="font-size: 12pt; line-height: 107%;"><span style="color: #0563c1; font-family: Calibri;">http://www.webmd.com/children/tc/lead-poisoning-topic-overview</span></span></a><span style="font-size: 12pt; line-height: 107%;"><o:p></o:p></span></div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com1tag:blogger.com,1999:blog-985460023775834698.post-9311837004362991222015-04-08T06:52:00.005-05:002015-04-08T06:53:07.001-05:00Balancing global enrollments but not just for the balance sheet...<div dir="ltr" style="text-align: left;" trbidi="on">
Some of my comments are based on my experience with institutions, universities and students in the PRC for the past 15 years as well as many other nations. I believe that one of the greatest challenges facing globally directed American universities and colleges will be the balancing of enrollments of qualified students across majors including STEM (science technology, engineering, mathematics) communications, business, arts and more. Educational institutions are closely monitored for reputation, trust and value as many other institutions. Some of our institutions have fallen off their pedestals of respect. Are American universities and colleges poised for the same decline in respect garnered by governments, businesses, religion and other sectors of the economy and culture? What challenges face universities beyond the obvious tuition increases, decreasing public support, diversity, graduation rates, building and grounds, increase in part-time faculty, standards of tenure, scholarship standards, faculty shortages in some fields, faculty mobility and more. </div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com3tag:blogger.com,1999:blog-985460023775834698.post-68799953539621594822015-04-08T06:51:00.001-05:002015-04-08T06:53:06.997-05:00Should universities conduct "due diligence" on hiring full-time and part-time adjunct and tenure track faculty to protect students?<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
From a salary committee at Northwestern University I raised a question to a senior VP for consideration. <br />
<br />
A key question for university salary committees will be due diligence. We have not done a satisfactory job of investigating the backgrounds of academic and clinical track teachers who influence the undergraduate and graduate students. A number of schools are working through the challenges of due diligence to avoid the embarrassment and risks to university reputations and students. Businesses, government and other institutions often do a much better job of reviewing the previous work experience, legal conflicts and well documented complaints against prospective employees. What do universities carefully need to do regarding employees or teachers <a href="http://www.american.edu/provost/academicaffairs/faculty-manual.cfm">http://www.american.edu/provost/academicaffairs/faculty-manual.cfm</a><br />
<br />
Are you interested in the salaries for university staff and faculty? It may surprise you that most salaries have not kept up with inflation rates of tuition (or does it?). See over 4700 schools. <a href="http://data.chronicle.com/147767/Northwestern-University/">http://data.chronicle.com/147767/Northwestern-University/</a></div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-55580088355776637722015-04-08T06:47:00.000-05:002015-04-08T06:48:41.446-05:00If I were dean...<div dir="ltr" style="text-align: left;" trbidi="on">
One of the most difficult administrative jobs in a university or college is the professional task of "dean"* of a college (liberal arts to the professional schools). Though the job is not listed as "executive" but "administrative" by the <u>Chronicle of Higher Education</u> career search system it seems to have bridged the roles. Dean must for her school must conduct strategic research, plan actions, implement innovations and routines and evaluate success. It is both policy and practice driven. Historically (at least beginning over 60 years ago) the role of Dean was a role for more senior faculty who had shown some interest in leadership as a department chair, member of the faculty senate, chair of an productive university or college committee or other policy and administrative assignments. The mix of talent is much greater today but all deans must understand the fundamentals and future of higher education as unique and uniquely critical institutions. <br />
<br />
While there is much more to be said in other venues and future blogs, I have worked with over a dozen deans in Management Schools and a Journalism School. Eight of the deans were part of the past 25 academic years of service in the now unusually named Medill School of Journalism Media Integrated Marketing Communications (no commas). From this experience I have noted that the best leaders who see the future of university education (its warts and its glories) are tied by years of professional practice to the faculty and students of educational institutions, understand the important roles of other institutions including business, government, educational, NGOs and, of course, the global versions of all these entities.<br />
<br />
Of course, the leader must also work well with the leadership of relevant (and extensive) stakeholder groups (alumni, diversity, professional, other educational institutions, suppliers, consultancies, individual donors, charities, employers, research institutes and dozens more (easily mapped using stakeholder values). I served as chairman of my department for several of the Medill deans including having served as chairman of a growing and restructured department, With the teamwork of 3 senior faculty and one junior faculty (myself) we renamed with mostly positive effects the "Advertising Department" eventually to the Department of Integrated Marketing Communications. We rebalanced the department to include more junior faculty with doctorates in business (my own degree was a joint doctorate in business and journalism-mass communications). Our plan was to offer a new generation of graduate students and now to a lessor degree undergraduate students managerial knowledge to create and lead organizations using the increasingly respected field of communications as a leadership strategy. Management schools I have taught in then and still today have not found a comprehensive model to educate the next generation of professionals and leaders to use communications to consumers beyond one of the so-called 4th "P" (promotion) of traditional marketing or useful but simple tactical methods. Modern professional communications helps an organization lead to reach and help dozens of stakeholders (audiences, publics). <br />
<br />
Why do I care? I am the kid who paid a nickel for a candy bar and the teenager who worked for 90 cents an hour changing tires and who delivered 300 newspapers daily for a lot more per hour in a Rambler American. I am the kid who could work during summer to pay for more than the cost of tuition ($300 per semester) at the extraordinary and global University of Wisconsin-Madison and managed an apartment building to get free housing or lived at home when my middle class family had some financial challenges. I am also a first generation college graduate in my family which still defines me and my concern for continuing first generation college students today. All this means I see university education from a perspective that constantly drives me to consider better ways to deliver that valuable education to each generation and to maintain and develop new definitions of educational excellence and valuation. <br />
<br />
I expect to comment on this topic and a range of related topics in the future as I revitalize this blog and other channels of communicaitons open to me. The list grows if you share coffee with faculty or conversations with families saving for their children's college education. Some of the topics and some of the questions I expect to answer include a round number of 10:<br />
1. educating the public and leadership on the true costs of college to lower income and middle income families.<br />
2. identifying more creative scholarship models for lower and middle income students and families.<br />
3. balancing the globalization of U.S. and global university student bodies and faculty for the best possible educational model<br />
4. carefully plan and target curriculum and advising to make 4 year universities a 4 year opportunity to graduate for students, but create awareness of alternative higher education career models. <br />
5. examine orientation programs for global students as well as all students to increase their likelihood of success in class and timely graduation<br />
6. Hiring practices that honor the broadly liberal cultural values of education by insuring due diligence of Constitutional and legal standards for educational role models<br />
7. Beyond contact with alumni on financial target lists design more diligent efforts to reach out to alumni including global graduates, first generation graduates and diverse alumni to keep their life progress associated with their schools and degrees.<br />
8. Celebrate the undergraduate degrees impact on education and a safe educational environment but also celebrate the graduate degree for that special degrees contribution to professional and educational development.<br />
9. Naturally, measure and plan the "newer" mix of educational delivery systems including "distance learning" which I taught to medical professionals more than 25 years ago. I will use Skype as I post this note today for a colleague's class in Florida and then use WeChat tonight with a "think tank" in the PRC. What is the best mix of degrees, courses, instructors, students and contact?<br />
10. Not finally, but in addition, how do we maintain excellence in core areas of knowledge for a civilized, diverse and thoughtful society of educated women and men. What role does fleeting methods of technology really have in higher education?<br />
<br />
*dean is defined in late Latin (showing the value of two years of high school Latin at Madison West) as "chief of a group of 10". I might multiple 10 by one or two 10s today.<br />
<br />
<u>The Handbook of Strategic Public Relations and Integrated Marketing Communications</u> (2012) ed. Clarke Caywood, McGraw-Hill: NY. <br />
<a href="http://www.washingtonpost.com/blogs/wonkblog/wp/2013/08/26/introducing-the-tuition-is-too-damn-high/">http://www.washingtonpost.com/blogs/wonkblog/wp/2013/08/26/introducing-the-tuition-is-too-damn-high/</a><br />
<a href="http://www.theatlantic.com/education/archive/2015/01/obama-and-the-ongoing-expansion-of-public-education/384685/">http://www.theatlantic.com/education/archive/2015/01/obama-and-the-ongoing-expansion-of-public-education/384685/</a><br />
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-72484846540785837022015-04-06T07:58:00.003-05:002015-04-06T07:58:49.618-05:00PRC again and again<div dir="ltr" style="text-align: left;" trbidi="on">
For the 15th year I visited the PRC (China) this past March and April. Beginning with Guangzhou at Sun Yat-Sen University and Jinan University the trip concluded at Peiking University in Beijing with a stop-over in Shanghai. With the cooperation of NumeratorManagement.com we expect to invite several MBA and EMBA programs to Chicago and the U.S. for seminars and corporate visits. The series has been highly successful with the collaboration of Kellogg and Medill IMC faculty. Learn more at the numeratormanagment.com website. </div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-318685235366056692013-02-12T22:11:00.003-06:002013-02-12T22:11:36.130-06:00Tweets during the State of the Union Address Feb. 12, 2013<div dir="ltr" style="text-align: left;" trbidi="on">
<ol>
<li><u><span style="color: #1f98c7;"><strong>Clarke Caywood</strong><span></span></span><span class="username js-action-profile-name"><s><span style="color: #78c1dd;">@</span></s><b><span style="color: #1f98c7;">imcprof</span></b></span></u></li>
<li><div class="js-tweet-text">
Explore NU professor emeritus Ray Ewing's concept of libraries becoming post high school education centers. Librarians are educators. <a class="twitter-hashtag pretty-link js-nav" data-query-source="hashtag_click" dir="ltr" href="https://twitter.com/search?q=%23SOTU&src=hash"><s><span style="color: #78c1dd;">#</span></s><b><span style="color: #1f98c7;">SOTU</span></b></a><span class="more-tweet-actions"></span></div>
</li>
</ol>
<li class="action-more-container"></li>
<li class="js-stream-item stream-item stream-item expanding-stream-item" data-item-id="301528455076536320" data-item-type="tweet" id="stream-item-tweet-301528455076536320"><div class="tweet original-tweet js-stream-tweet js-actionable-tweet js-profile-popup-actionable js-original-tweet
my-tweet
" data-expanded-footer="<div class="js-tweet-details-fixer tweet-details-fixer">
<div class="js-tweet-media-container "></div>
<div class="entities-media-container " style="min-height:0px">
</div>
<div class="js-machine-translated-tweet-container"></div>
<div class="js-tweet-stats-container tweet-stats-container ">
</div>
<div class="client-and-actions">
<span class="metadata">
<span title="9:09 PM - 12 Feb 13">9:09 PM - 12 Feb 13</span>
· <a class="permalink-link js-permalink js-nav" href="/imcprof/status/301528455076536320" >Details</a>
</span>
</div>
</div>
" data-feedback-key="stream_status_301528455076536320" data-item-id="301528455076536320" data-name="Clarke Caywood" data-screen-name="imcprof" data-tweet-id="301528455076536320" data-user-id="11970192">
<i class="dogear"></i><div class="content">
<ol>
<li><div class="stream-item-header">
<small class="time"><a class="tweet-timestamp js-permalink js-nav" href="https://twitter.com/imcprof/status/301528455076536320" title="9:09 PM - 12 Feb 13"><span class="_timestamp js-short-timestamp js-relative-timestamp" data-long-form="true" data-time="1360724960"><span style="color: #1f98c7;">7m</span></span></a></small><a class="account-group js-account-group js-action-profile js-user-profile-link js-nav" data-user-id="11970192" href="https://twitter.com/imcprof"><span style="color: #1f98c7;"><img alt="Clarke Caywood" class="avatar js-action-profile-avatar" src="https://twimg0-a.akamaihd.net/profile_images/1633786035/Cover_image_normal.jpg" /><strong class="fullname js-action-profile-name show-popup-with-id">Clarke Caywood</strong><span></span></span><span class="username js-action-profile-name"><s><span style="color: #78c1dd;">@</span></s><b><span style="color: #1f98c7;">imcprof</span></b></span></a></div>
</li>
<li><div class="js-tweet-text">
A generation of vets returning to community colleges, traditional colleges will not tolerate institutions built for 18-22 year olds. <a class="twitter-hashtag pretty-link js-nav" data-query-source="hashtag_click" dir="ltr" href="https://twitter.com/search?q=%23SOTU&src=hash"><s><span style="color: #78c1dd;">#</span></s><b><span style="color: #1f98c7;">SOTU</span></b></a></div>
</li>
<li><div class="context">
<span class="more-tweet-actions"> </span></div>
</li>
</ol>
<ul class="tweet-actions js-actions">
<li class="action-more-container"></li>
</ul>
</div>
</div>
</li>
<li class="js-stream-item stream-item stream-item expanding-stream-item after-expanded" data-item-id="301527597815324672" data-item-type="tweet" id="stream-item-tweet-301527597815324672"><div class="tweet original-tweet js-stream-tweet js-actionable-tweet js-profile-popup-actionable js-original-tweet
my-tweet
" data-expanded-footer="<div class="js-tweet-details-fixer tweet-details-fixer">
<div class="js-tweet-media-container "></div>
<div class="entities-media-container " style="min-height:0px">
</div>
<div class="js-machine-translated-tweet-container"></div>
<div class="js-tweet-stats-container tweet-stats-container ">
</div>
<div class="client-and-actions">
<span class="metadata">
<span title="9:05 PM - 12 Feb 13">9:05 PM - 12 Feb 13</span>
· <a class="permalink-link js-permalink js-nav" href="/imcprof/status/301527597815324672" >Details</a>
</span>
</div>
</div>
" data-feedback-key="stream_status_301527597815324672" data-item-id="301527597815324672" data-name="Clarke Caywood" data-screen-name="imcprof" data-tweet-id="301527597815324672" data-user-id="11970192">
<i class="dogear"></i><div class="content">
<ol>
<li><div class="stream-item-header">
<small class="time"><a class="tweet-timestamp js-permalink js-nav" href="https://twitter.com/imcprof/status/301527597815324672" title="9:05 PM - 12 Feb 13"><span class="_timestamp js-short-timestamp js-relative-timestamp" data-long-form="true" data-time="1360724756"><span style="color: #1f98c7;">10m</span></span></a></small><a class="account-group js-account-group js-action-profile js-user-profile-link js-nav" data-user-id="11970192" href="https://twitter.com/imcprof"><span style="color: #1f98c7;"><img alt="Clarke Caywood" class="avatar js-action-profile-avatar" src="https://twimg0-a.akamaihd.net/profile_images/1633786035/Cover_image_normal.jpg" /><strong class="fullname js-action-profile-name show-popup-with-id">Clarke Caywood</strong><span></span></span><span class="username js-action-profile-name"><s><span style="color: #78c1dd;">@</span></s><b><span style="color: #1f98c7;">imcprof</span></b></span></a></div>
</li>
<li><div class="js-tweet-text">
Disciplinary integration is a necessity to increase new ideas, science and less overhead. What makes 100 year old departments viable? <a class="twitter-hashtag pretty-link js-nav" data-query-source="hashtag_click" dir="ltr" href="https://twitter.com/search?q=%23SOTU&src=hash"><s><span style="color: #78c1dd;">#</span></s><b><span style="color: #1f98c7;">SOTU</span></b></a><span class="more-tweet-actions"></span></div>
</li>
</ol>
</div>
</div>
<li class="action-more-container"></li>
<div class="expanded-content js-tweet-details-dropdown">
</div>
<li class="js-stream-item stream-item stream-item expanding-stream-item" data-item-id="301526944057540608" data-item-type="tweet" id="stream-item-tweet-301526944057540608"><div class="tweet original-tweet js-stream-tweet js-actionable-tweet js-profile-popup-actionable js-original-tweet
my-tweet
" data-expanded-footer="<div class="js-tweet-details-fixer tweet-details-fixer">
<div class="js-tweet-media-container "></div>
<div class="entities-media-container " style="min-height:0px">
</div>
<div class="js-machine-translated-tweet-container"></div>
<div class="js-tweet-stats-container tweet-stats-container ">
</div>
<div class="client-and-actions">
<span class="metadata">
<span title="9:03 PM - 12 Feb 13">9:03 PM - 12 Feb 13</span>
· <a class="permalink-link js-permalink js-nav" href="/imcprof/status/301526944057540608" >Details</a>
</span>
</div>
</div>
" data-feedback-key="stream_status_301526944057540608" data-item-id="301526944057540608" data-name="Clarke Caywood" data-screen-name="imcprof" data-tweet-id="301526944057540608" data-user-id="11970192">
<i class="dogear"></i><div class="content">
<ol>
<li><div class="stream-item-header">
<small class="time"><a class="tweet-timestamp js-permalink js-nav" href="https://twitter.com/imcprof/status/301526944057540608" title="9:03 PM - 12 Feb 13"><span class="_timestamp js-short-timestamp js-relative-timestamp" data-long-form="true" data-time="1360724600"><span style="color: #1f98c7;">13m</span></span></a></small><a class="account-group js-account-group js-action-profile js-user-profile-link js-nav" data-user-id="11970192" href="https://twitter.com/imcprof"><span style="color: #1f98c7;"><img alt="Clarke Caywood" class="avatar js-action-profile-avatar" src="https://twimg0-a.akamaihd.net/profile_images/1633786035/Cover_image_normal.jpg" /><strong class="fullname js-action-profile-name show-popup-with-id">Clarke Caywood</strong><span></span></span><span class="username js-action-profile-name"><s><span style="color: #78c1dd;">@</span></s><b><span style="color: #1f98c7;">imcprof</span></b></span></a></div>
</li>
<li><div class="js-tweet-text">
Have we forgotten the significant role of vocational schools in the U.S.? Graduates can build the small businesses. <a class="twitter-hashtag pretty-link js-nav" data-query-source="hashtag_click" dir="ltr" href="https://twitter.com/search?q=%23SOTU&src=hash"><s><span style="color: #78c1dd;">#</span></s><b><span style="color: #1f98c7;">SOTU</span></b></a><span class="more-tweet-actions"></span></div>
</li>
</ol>
<ul class="tweet-actions js-actions">
<li class="action-more-container"></li>
</ul>
</div>
</div>
</li>
<li class="js-stream-item stream-item stream-item expanding-stream-item" data-item-id="301527131349999616" data-item-type="tweet" id="stream-item-tweet-301527131349999616"><div class="tweet original-tweet js-stream-tweet js-actionable-tweet js-profile-popup-actionable js-original-tweet
my-tweet
" data-expanded-footer="<div class="js-tweet-details-fixer tweet-details-fixer">
<div class="js-tweet-media-container "></div>
<div class="entities-media-container " style="min-height:0px">
</div>
<div class="js-machine-translated-tweet-container"></div>
<div class="js-tweet-stats-container tweet-stats-container ">
</div>
<div class="client-and-actions">
<span class="metadata">
<span title="9:04 PM - 12 Feb 13">9:04 PM - 12 Feb 13</span>
· <a class="permalink-link js-permalink js-nav" href="/imcprof/status/301527131349999616" >Details</a>
</span>
</div>
</div>
" data-feedback-key="stream_status_301527131349999616" data-item-id="301527131349999616" data-name="Clarke Caywood" data-screen-name="imcprof" data-tweet-id="301527131349999616" data-user-id="11970192">
<i class="dogear"></i><div class="content">
<ol>
<li><div class="stream-item-header">
<small class="time"><a class="tweet-timestamp js-permalink js-nav" href="https://twitter.com/imcprof/status/301527131349999616" title="9:04 PM - 12 Feb 13"><span class="_timestamp js-short-timestamp js-relative-timestamp" data-long-form="true" data-time="1360724644"><span style="color: #1f98c7;">12m</span></span></a></small><a class="account-group js-account-group js-action-profile js-user-profile-link js-nav" data-user-id="11970192" href="https://twitter.com/imcprof"><span style="color: #1f98c7;"><img alt="Clarke Caywood" class="avatar js-action-profile-avatar" src="https://twimg0-a.akamaihd.net/profile_images/1633786035/Cover_image_normal.jpg" /><strong class="fullname js-action-profile-name show-popup-with-id">Clarke Caywood</strong><span></span></span><span class="username js-action-profile-name"><s><span style="color: #78c1dd;">@</span></s><b><span style="color: #1f98c7;">imcprof</span></b></span></a></div>
</li>
<li><div class="js-tweet-text">
U.S. make college affordable? Compared to competitors our landscaping, buildings, conversion of classrooms and overhead are ranked 1. <a class="twitter-hashtag pretty-link js-nav" data-query-source="hashtag_click" dir="ltr" href="https://twitter.com/search?q=%23SOTU&src=hash"><s><span style="color: #78c1dd;">#</span></s><b><span style="color: #1f98c7;">SOTU</span></b></a></div>
</li>
<li><div class="context">
</div>
</li>
</ol>
</div>
</div>
</li>
<li class="js-stream-item stream-item stream-item expanding-stream-item" data-item-id="301526944057540608" data-item-type="tweet" id="stream-item-tweet-301526944057540608"><div class="tweet original-tweet js-stream-tweet js-actionable-tweet js-profile-popup-actionable js-original-tweet
my-tweet
" data-expanded-footer="<div class="js-tweet-details-fixer tweet-details-fixer">
<div class="js-tweet-media-container "></div>
<div class="entities-media-container " style="min-height:0px">
</div>
<div class="js-machine-translated-tweet-container"></div>
<div class="js-tweet-stats-container tweet-stats-container ">
</div>
<div class="client-and-actions">
<span class="metadata">
<span title="9:03 PM - 12 Feb 13">9:03 PM - 12 Feb 13</span>
· <a class="permalink-link js-permalink js-nav" href="/imcprof/status/301526944057540608" >Details</a>
</span>
</div>
</div>
" data-feedback-key="stream_status_301526944057540608" data-item-id="301526944057540608" data-name="Clarke Caywood" data-screen-name="imcprof" data-tweet-id="301526944057540608" data-user-id="11970192">
<i class="dogear"></i><div class="content">
<ol>
<li><div class="stream-item-header">
<small class="time"><a class="tweet-timestamp js-permalink js-nav" href="https://twitter.com/imcprof/status/301526944057540608" title="9:03 PM - 12 Feb 13"><span class="_timestamp js-short-timestamp js-relative-timestamp" data-long-form="true" data-time="1360724600"><span style="color: #1f98c7;">13m</span></span></a></small><a class="account-group js-account-group js-action-profile js-user-profile-link js-nav" data-user-id="11970192" href="https://twitter.com/imcprof"><span style="color: #1f98c7;"><img alt="Clarke Caywood" class="avatar js-action-profile-avatar" src="https://twimg0-a.akamaihd.net/profile_images/1633786035/Cover_image_normal.jpg" /><strong class="fullname js-action-profile-name show-popup-with-id">Clarke Caywood</strong><span></span></span><span class="username js-action-profile-name"><s><span style="color: #78c1dd;">@</span></s><b><span style="color: #1f98c7;">imcprof</span></b></span></a></div>
</li>
<li><div class="js-tweet-text">
Have we forgotten the significant role of vocational schools in the U.S.? Graduates can build the small businesses. <a class="twitter-hashtag pretty-link js-nav" data-query-source="hashtag_click" dir="ltr" href="https://twitter.com/search?q=%23SOTU&src=hash"><s><span style="color: #78c1dd;">#</span></s><b><span style="color: #1f98c7;">SOTU</span></b></a></div>
</li>
<li><div class="context">
<span class="more-tweet-actions"> </span></div>
</li>
</ol>
</div>
</div>
<li class="action-more-container"></li>
<div class="expanded-content js-tweet-details-dropdown">
<small class="time"><a class="tweet-timestamp js-permalink js-nav" href="https://twitter.com/imcprof/status/301524533192568833" title="8:53 PM - 12 Feb 13"><span class="_timestamp js-short-timestamp js-relative-timestamp" data-long-form="true" data-time="1360724025"><span style="color: #1f98c7;">22m</span></span></a></small><a class="account-group js-account-group js-action-profile js-user-profile-link js-nav" data-user-id="11970192" href="https://twitter.com/imcprof"><span style="color: #1f98c7;"><img alt="Clarke Caywood" class="avatar js-action-profile-avatar" src="https://twimg0-a.akamaihd.net/profile_images/1633786035/Cover_image_normal.jpg" /><strong class="fullname js-action-profile-name show-popup-with-id">Clarke Caywood</strong><span></span></span><span class="username js-action-profile-name"><s><span style="color: #78c1dd;">@</span></s><b><span style="color: #1f98c7;">imcprof</span></b></span></a></div>
<ol>
<li class="js-stream-item stream-item stream-item expanding-stream-item" data-item-id="301524533192568833" data-item-type="tweet" id="stream-item-tweet-301524533192568833"><div class="tweet original-tweet js-stream-tweet js-actionable-tweet js-profile-popup-actionable js-original-tweet my-tweet" data-expanded-footer="<div class="js-tweet-details-fixer tweet-details-fixer">
<div class="js-tweet-media-container "></div>
<div class="entities-media-container " style="min-height:0px">
</div>
<div class="js-machine-translated-tweet-container"></div>
<div class="js-tweet-stats-container tweet-stats-container ">
</div>
<div class="client-and-actions">
<span class="metadata">
<span title="8:53 PM - 12 Feb 13">8:53 PM - 12 Feb 13</span>
· <a class="permalink-link js-permalink js-nav" href="/imcprof/status/301524533192568833" >Details</a>
</span>
</div>
</div>
" data-feedback-key="stream_status_301524533192568833" data-item-id="301524533192568833" data-name="Clarke Caywood" data-screen-name="imcprof" data-tweet-id="301524533192568833" data-user-id="11970192">
<div class="content">
<div class="js-tweet-text">
Read this site over the past 3 years for threat of the higher education ballon. Obama's first address to the nation in 2009 warned us.</div>
</div>
</div>
</li>
</ol>
</li>
</li>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-21310903188623038512012-12-09T01:17:00.001-06:002012-12-09T01:17:25.030-06:00"They must be guilty of something: if not murder then stealing deodorant." <div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">"They must be guilty of something: if not murder then stealing deodorant".</span></div>
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Reference to David Protess' Huffington Post Story on Anthony Porter: http://www.huffingtonpost.com/david-protess/anthony-porter-released_b_2250292.html There was a period of time in state and federal government
when many innovative programs were developed with the help of universities and
research institutes. For example, in Wisconsin in the 60's and 70's under
progressive and balanced state leadership we were able to admit with
compensation that the state might have falsely charged someone (we had no death
penalty to commit the ultimate mistake). The state used victim compensation
laws when it failed to protect our citizens from losses caused by criminals.
State funded programs seemed to provide a social balance. Our priorities today
seem out of order. Illinois government can't seem to get anything right. It is
convenient for judges, state's attorneys and harsh administrators' to assume
that someone charged must be guilty of some crime even if they were innocent of
the crime they were originally charged. These may be tough times economically
but when did we lose our sense of balance and justice? http://www.huffingtonpost.com/david-protess/anthony-porter-released_b_2250292.html<o:p></o:p></span></div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-61766766379068190862012-11-19T17:32:00.000-06:002012-11-19T17:39:17.421-06:00Distance Learning/Teaching - Hybrid Model<div dir="ltr" style="text-align: left;" trbidi="on">
For many decades the University of Wisconsin-Madison used distance learning methods as part of their out-reach to rural parts of the state and to reach busy professionals. Experience for several years as a Business School professor with a Medical School Administrative Medicine MBA style degree defined the value of a hybrid program. <br />
<br />
Hybrid is defined as using a combination of distance technology learning and face-to-face teaching. The model used contact via available relevant technology (from slow scan video in the 1970s, digital voice and video conference calls in the 1980s, web-based text and video in the 90s and 3-D in the past decade). It also used stone and glass classroom bookends of class start-up and closing. Graduation was an option of in person or by distance.<br />
<br />
While some classes may be taught purely at a distance; the very high cost and challenges of many professional degree classes would seem to demand a mix of more face-to-face networking through direct human interaction. I would suggest a mix of 80 percent distance with 20 percent interpersonal in a classroom. <br />
<br />
While many universities and corporations use various forms of distance learning for certificates, degrees <a href="http://www.medill.northwestern.edu/imc/imconline.aspx">http://www.medill.northwestern.edu/imc/imconline.aspx</a> and even simple meetings (see <a href="http://www.gronstedtgroup.com/">www.Gronstedtgroup.com</a>), the discussion is still open on the success of pure and hybrid models. Even if a program used only distance learning technology; as a student or participant I would be very tempted to plan a face-to-face meeting during the program and before graduation. <br />
Clarke L. Caywood, Ph.D. Professor, Northwestern University</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-82997207600292655612012-10-10T12:20:00.002-05:002012-10-10T12:20:30.421-05:00It is nearly Movember. Grow a mustache for men's cancer awareness<div dir="ltr" style="text-align: left;" trbidi="on">
It is nearly Movember. It will be men's cancer month and it is now time to being growing a mustache to raise awareness. <a href="http://us.movember.com/">http://us.movember.com/</a><img alt="Movember" id="logo" src="http://static.movember.com/uploads/images/2012/Global/Header_UK_CA_US_IE_ZAweb.jpg" /><br />
<div id="hd_aux">
<div class="header-aux-start">
<div class="header-country-name">
<img class="header-logo-moustache" src="http://static.movember.com/theme/2011/img/header/logo_moustache.png" /> United States </div>
</div>
<div class="header-aux-end">
<div id="hd-auth-user" style="display: none;">
<div id="user-dd-menu">
<div id="top-level">
<a href="http://us.movember.com/#"><img class="profile-picture" id="hd-auth-user-pp" src="http://static.movember.com/theme/2011/img/controls/profile-picture/member-default-m-small.png" /><span id="auth_logged_in_who_description" style="position: relative;"></span><span id="arrow">⇓</span></a></div>
<div id="sub-menu">
<a class="item" href="http://us.movember.com/mospace/">Manage My Mo Space</a><a class="item" href="http://us.movember.com/mospace/edit-details/">Edit My Details</a><a class="item" href="http://us.movember.com/#">Logout</a></div>
</div>
</div>
</div>
</div>
<br />
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com1tag:blogger.com,1999:blog-985460023775834698.post-33523197252857938542012-10-09T11:34:00.000-05:002012-10-09T11:34:01.229-05:00View a brilliant gift of pictures, words, music on theTsunami by a Japanese grad student who visited Northwestern. Thank you Yoko Tsuneki. http://lnkd.in/3Exa7d<div dir="ltr" style="text-align: left;" trbidi="on">
An extraordinary Japanese woman, Yoko Tsuneki, visited the U.S., Northwestern University with her classmates from Otaru University and our home. With her friends and my family watching she showed a video gift of photos, music and words from her heart and the Japanese people for the support during their earthquake an Tsunami. The fews minutes of photos, words and music are very moving and a tribute to the men, women and organizations like <a href="http://www.aidmatrix.org/">www.aidmatrix.org</a> who gave help and continue to help. <br />
<br />
View a brilliant gift of pictures, words, music on theTsunami by a Japanese grad student who visited Northwestern. Thank you Yoko Tsuneki. <a href="http://lnkd.in/3Exa7d" target="_blank">http://lnkd.in/3Exa7d</a>. Please post the link on your sites. </div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-6211762118586601062012-10-05T21:54:00.003-05:002012-10-05T21:55:54.705-05:00PRjournalism or Content Management as a Career in PR<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><strong><span style="font-size: large;">PRjournalism (PRournalism) or Content Management as a Career in PR</span></strong> for 10th edition of <span style="font-size: x-small;"><span id="btAsinTitle">Advertising &IMC:
Principles and Practice </span></span><a href="http://www.amazon.com/s/ref=ntt_athr_dp_sr_1?_encoding=UTF8&field-author=Sandra%20Moriarty&ie=UTF8&search-alias=books&sort=relevancerank"><span style="font-size: x-small;">Sandra
Moriarty</span></a><span style="font-size: x-small;"> (Author), </span><a href="http://www.amazon.com/s/ref=ntt_athr_dp_sr_2?_encoding=UTF8&field-author=Nancy%20D%20Mitchell&ie=UTF8&search-alias=books&sort=relevancerank"><span style="font-size: x-small;">Nancy
D Mitchell</span></a><span style="font-size: x-small;"> (Author), </span><a href="http://www.amazon.com/s/ref=ntt_athr_dp_sr_3?_encoding=UTF8&field-author=William%20D.%20Wells&ie=UTF8&search-alias=books&sort=relevancerank"><span style="font-size: x-small;">William
D. Wells</span></a><span style="font-size: x-small;"> (Author)</span> </span></div>
<span style="font-family: Calibri;"><div class="BX1AUNA" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none;">
<span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><name></name></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">Clarke Caywood Ph.D.,<span style="display: none; mso-hide: all;"></span></span></div>
<span style="display: none; mso-hide: all;"><affiliation><orgname><inst></inst></orgname></affiliation></span><span class="BX1AUAFFIL"><i style="mso-bidi-font-style: normal;"><span style="font-family: "Times New Roman","serif";">Professor, Medill School, Journalism, Media, Integrated Marketing Communications at Northwestern University</span></i></span><span class="BX1AUAFFIL"><span style="display: none; font-family: "Times New Roman","serif"; mso-hide: all;"></span></span><span class="BX1AUAFFIL"><span style="font-family: "Times New Roman","serif";">. He is author of </span></span><span style="mso-spacerun: yes;"> </span>The Handbook of Strategic Public Relations and Integrated Marketing Communications, 2012.<o:p></o:p> Inspired by Handbook Chapter by Smith and Caywood</span><span style="font-family: Calibri;">
</span><br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">One trend that suggests journalism and public relations have
a future in organizations other than traditional reporting. The trend is seen
in Technorati (2011) trends in blogging on the subjects of business and
technology. They increasingly dominate non-hobbyist sectors of the blogging
field providing journalism style content and a promised degree of journalistic
credibility. <span style="mso-spacerun: yes;"> </span>Technorati stated that
Professional Part- and Full-Time bloggers represent 18% of the total group.
Independent bloggers use blogging as a way to supplement their income, or
consider it their full-time job. Technorati also notes that corporate bloggers
make up 8% of the blogosphere. They blog as part of their full-time job or blog
full-time for a company or organization they work for. These bloggers primarily
talk about technology and business in their blogs. Thirteen percent of the
blogosphere is characterized as entrepreneurs or individuals blogging for a
company or organization they own. 84% of these bloggers blog primarily about
the industry they work in, with 46% blogging about business and 40% about
technology.<span style="mso-spacerun: yes;"> </span>http://technorati.com/social-media/article/state-of-the-blogosphere-2011-introduction/http://www.techcrunch.com/2009/03/10/are-blogs-losing-their-authority-to-the-statusphere/globally.
</span><a href="http://blogs.msdn.com/alexbarn/archive/2005/10/08/478598.aspx"><span style="color: blue; font-family: Calibri;">http://blogs.msdn.com/alexbarn/archive/2005/10/08/478598.aspx</span></a><span style="font-family: Calibri;">.<span style="mso-spacerun: yes;"> </span>Blogging, twitter, Facebook, LinkedIn, Avatar
sites, even newspapers, magazines and broadcast will demand more outlets not
necessarily lead by traditional journalists but by a new career path of
PRournalists combining PR and journalism as modern content managers and
providers.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Public relations and journalism as “Prournalism” - First C:<span style="mso-spacerun: yes;"> </span>Content<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">The first issue of “who will provide content” is a
contemporary topic that is argued by surviving members of the press, by
researchers in the automated delivery of journalism and by investors in new
media systems.<span style="mso-spacerun: yes;"> </span>If a precipitous decline
in the numbers of traditional news hunters and gatherers means a relative
decline in content; then new sources for news content, information and even
entertainment content will have to be developed, staffed and supported. The
content will certainly be needed for the rapidly increasing numbers of newer
channels of communications.<span style="mso-spacerun: yes;"> </span>However,
while traditional journalistic channels are dying in some countries, they are
growing rapidly in others such as China.<span style="mso-spacerun: yes;">
</span>The growth and demand for content includes the growth of advertising and
public relations to feed the dragon. Journalism has always been an experimenter
in new media as has public relations. From a mirror perspective, both fields
have served the public and their audiences with useful content and often
credible communication standards. <span style="mso-spacerun: yes;"> </span>Caywood and Smith in Caywood, 2012.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">The future seems to be the logical placement of traditional
journalists and new journalists into a wide range of organizations from
hospitals, to NGOs, to churches, to government and politics to the largest
potential content provider - business.<span style="mso-spacerun: yes;">
</span>New “third party journalists” may be former journalists and new crops of
young journalists able and willing to deliver content. They will likely deliver
this content from their catbird seat in many legitimate organizations with huge
quantities of digital information to share for free.<span style="mso-spacerun: yes;"> </span>Editors in surviving journalistic pipelines
may be charged with determining the credibility of the content of the wider and
wider range of content providers. This may be more proactive than simply
tossing away the past high percent of public relations generated content.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<o:p><span style="font-family: Calibri;"> </span></o:p></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Second C:<span style="mso-spacerun: yes;"> </span>Credibility<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Credible content and context may be most critical during a
crisis in any institution. Based on the research literature of the value of
communication during organizational crises, it is fair to suggest that each of
the institutions in crisis or calamity conditions would benefit from professional
communications. (Englehart in Caywood, 2012). Academic fields such as public
relations and organizational communications define themselves in thought and
practice as offering to retain, regain and maintain the reputation of
organizations and their leaders using behavior and two-way (or more)
communications. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">The field of public relations is defined as “the profitable
integration of an organization’s new and continuing relationships with
stakeholders, including customers, by managing all communication contacts with
the organization that create and protect the brand and reputation of the
organization. Caywood, 1997 and 2012 (Kindle Edition 2009/2012) and “Public
relations helps an organization and its publics adapt mutually to each other.”
PRSA, 2009,) There must be trust and credibility in that relationship. <span style="mso-tab-count: 1;"> </span>In the past decade most of our cherished
institutions have lost their credibility as defined by trust (Edelman Trust
Barometer
http://www.scribd.com/doc/79026497/2012-Edelman-Trust-Barometer-Executive-Summary)
or according to the public view (Pew Research
http://www.people-press.org/).<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">All institutions are loved, abhorred or not noticed by one
stakeholder group or another at some point in time.<span style="mso-spacerun: yes;"> </span>Who will speak credibly about the missions of
our social, economic, political and governmental organizations? It seems
reasonable to suggest that the students from journalism/advertising/public
relations programs with their long tradition of credibility and content
development through teaching of journalistic knowledge and skills can provide
an educated and trained source of institutional creditability and content. <o:p></o:p></span></div>
</div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-61734488034733955802012-09-23T20:43:00.001-05:002012-09-23T20:43:57.224-05:00Earned Press Essay for forth coming Sandra Moriarty Text Book<div> <div style="border-color: windowtext currentColor currentColor; border-style: solid none none; border-width: 1pt medium medium; mso-border-top-alt: solid windowtext .5pt; mso-element: para-border-div; padding: 1pt 0in 0in;"> <div class="BX1SUPTTL" style="border: currentColor; line-height: 200%; margin: 12pt 0in 0pt; mso-border-top-alt: solid windowtext .5pt; mso-padding-alt: 1.0pt 0in 0in 0in; mso-pagination: none; padding: 0in;"><span style="color: windowtext; display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no; text-transform: none;"><sidebar float="1" id="ch14sb04" type="bx1"><supertitle></supertitle></sidebar></span><b style="mso-bidi-font-weight: normal;"><span style="color: windowtext; font-family: "Times New Roman","serif"; font-size: 13pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">A Matter of Principle in <a class="title" href="http://www.amazon.com/Advertising-8th-Sandra-Moriarty/dp/0132224151/ref=sr_1_1?s=books&ie=UTF8&qid=1348450938&sr=1-1&keywords=Moriarity+Sandra"><span style="color: #004b91;">Advertising (9th Edition)</span></a> <span class="ptBrand">by Sandra Moriarty, Nancy D Mitchell and William D. Wells</span></span></b><span style="color: windowtext; display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no; text-transform: none;"></span></div></div></div><b style="mso-bidi-font-weight: normal;"><span style="color: windowtext; font-family: "Times New Roman","serif"; font-size: 13pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;"><o:p></o:p></span></b> <div class="BX1TTL" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none;"><span style="color: windowtext; display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><title></span><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span style="color: windowtext; font-family: "Times New Roman","serif"; font-size: 16pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">Integrating Advertising and PR Media Planning</span></i></b><span style="color: windowtext; display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><link
linkend="AAJRBVS0.tif"
preference="1"/></title><authorgroup><author></author></authorgroup></span><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span style="color: windowtext; font-family: "Times New Roman","serif"; font-size: 16pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;"><o:p></o:p></span></i></b></div><div class="BX1AUNA" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none;"><span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><name></name></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">Clarke Caywood Ph.D.,<span style="display: none; mso-hide: all;"></span></span></div><span style="display: none; mso-hide: all;"><affiliation><orgname><inst></inst></orgname></affiliation></span><span class="BX1AUAFFIL"><i style="mso-bidi-font-style: normal;"><span style="font-family: "Times New Roman","serif";">Professor, Medill School, Journalism, Media, Integrated Marketing Communications at Northwestern University</span></i></span><span class="BX1AUAFFIL"><span style="display: none; font-family: "Times New Roman","serif"; mso-hide: all;"></span></span><span class="BX1AUAFFIL"><span style="font-family: "Times New Roman","serif";">. He is author of </span></span><span style="mso-spacerun: yes;"> </span>The Handbook of Strategic Public Relations and Integrated Marketing Communications, 2012.<o:p></o:p> <div align="left" class="BX1FIRST" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none; text-align: left;"><span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><para></para></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">Ask advertising directors in a company or agency what profitable target media they have chosen for message delivery for their new corporate or product/service brand strategy. They will probably give a list of traditional mass media advertising vehicles.<span style="display: none; mso-hide: all;"></span></span></div><o:p></o:p> <div align="left" class="BX1" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none; text-align: left;"><span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><para></para></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">Then ask the PR director in the same company or company PR agency what the targeted media will be for the same program. It will often be a list of news and feature story outlets in web social media or traditional print and broadcast .<span style="display: none; mso-hide: all;"></span></span></div><o:p></o:p> <div align="left" class="BX1" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none; text-align: left;"><span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><para></para></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">In an integrated approach to media planning, the communication leaders should logically be targeting the same media to reach similar readers, viewers, and listeners. If not, the C-Suite—chief executive officer, chief financial officer, and chief marketing officer—in the client company would want to know why not.<span style="display: none; mso-hide: all;"></span></span></div><o:p></o:p> <div align="left" class="BX1" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none; text-align: left;"><span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><para></para></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">These newer models of media planning seem to be aligned with the growth of the large holding companies that contain advertising, direct database marketing, e-commerce, public relations, and, now, media buying agencies where coordination and cross-functional planning are essential.<span style="display: none; mso-hide: all;"></span></span></div><o:p></o:p> <div align="left" class="BX1" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none; text-align: left;"><span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><para></para></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">In the IMC program at Medill, we define integrated media planning as “coordinated research, planning, securing, and evaluation of all purchased and earned media.” <span style="display: none; mso-hide: all;"><keyterm olinkend="ch14gloss12" preference="0" role="strong"></keyterm></span><b style="mso-bidi-font-weight: normal;">Earned media</b><span style="display: none; mso-hide: all;"></span></span></div>is used by marketing and PR practitioners to differentiate paid media about a product, service, or company (advertising, promotions, direct mail, Web ads, etc.) from positive or negative broadcast, print, and Internet media articles and simple mentions about the product, service, or company. The term <span style="display: none; mso-hide: all;"><emphasis></emphasis></span><i style="mso-bidi-font-style: normal;">earned</i><span style="display: none; mso-hide: all;"></span> <span style="mso-spacerun: yes;"> </span>should beused to avoid the term <span style="display: none; mso-hide: all;"><emphasis></emphasis></span><i style="mso-bidi-font-style: normal;">free,</i><span style="display: none; mso-hide: all;"></span> which accurately suggests the company does not pay the media for the placement.<span style="mso-spacerun: yes;"> </span>The term free also <span style="mso-spacerun: yes;"> </span>does not address the fact that the publication of such stories requires hours of <span style="mso-spacerun: yes;"> </span>billed effort or years of experience by PR professionals to persuade journalists to cover the product, service, or company for the benefit of their readers or viewers.<span style="display: none; mso-hide: all;"></span><o:p></o:p> <div align="left" class="BX1" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none; text-align: left;"><span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><para></para></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">Just as selecting media for advertising has become a science and management art, the field of selection and analysis of earned media (including print, broadcast, tweets and blogs) for public relations is now more of a science. Today the existence of far richer database systems assists media managers who want to know which reporters, quoted experts, trade books, new publications, broadcasts, bloggers, and more are the most “profitable” targets for public relations messages. In other words, when we refer to <span style="display: none; mso-hide: all;"><emphasis></emphasis></span><i style="mso-bidi-font-style: normal;">media planning</i><span style="display: none; mso-hide: all;"></span></span></div>, we mean coordinating and jointly planning the earned media of public relations along with advertising and other purchased media.<span style="display: none; mso-hide: all;"></span><o:p></o:p> <div align="left" class="BX1" style="line-height: 200%; margin: 0in 0in 0pt; mso-pagination: none; text-align: left;"><span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><para></para></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">Using the new built-in media metric systems from research firms, PR directors can calculate return on investment on advertising versus PR. With PR, they can read and judge a range of positive, neutral, or negative messages, as well as share-of-mind measures of media impact, advertising equivalency estimates, and other effectiveness indicators (see Caywood, Chapter 3, 2012 Handbook of Strategic Public Relations and Integrated Marketing Communications, 2012. <o:p></o:p></span></div><div style="border-color: currentColor currentColor windowtext; border-style: none none solid; border-width: medium medium 1pt; mso-border-bottom-alt: solid windowtext .5pt; mso-element: para-border-div; padding: 0in 0in 1pt;"> <div align="left" class="SF1" style="border: currentColor; line-height: 200%; margin: 0in 0in 12pt; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0in 0in 1.0pt 0in; mso-pagination: none; padding: 0in; text-align: left;"><span style="display: none; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-hide: all; mso-no-proof: no;"><para></para></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 200%; mso-bidi-font-size: 10.0pt; mso-no-proof: no;">Now, when the chief marketing officer and other C-Suite officers ask the integrated agency directors of advertising, public relations, or IMC if the media are fully planned to reach targeted audiences, they can answer affirmatively.<span style="display: none; mso-hide: all;"></span></span></div></div><o:p></o:p> Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-82609703285879191082012-09-15T16:38:00.001-05:002012-09-15T16:38:12.936-05:00New Book on Reputation Forthcoming by Editor Craig Carroll See Chapter 10<div dir="ltr" style="text-align: left;" trbidi="on">
1 Corporate Reputation and Communication Craig Carroll<br />SECTION 1 Communication Disciplines of Reputation 5,000 words <br />2 Public Opinion Cees van Riel Corporate Reputation and the Discipline of Public Opinion<br />3 Interpersonal Communication Sherry Holladay Corporate Reputation and the Discipline of Interpersonal Communication<br />4 Organizational Communication Robyn Remke Corporate Reputation and the Discipline of Organizational Communication<br />5 Advertising Nora J. Rifon* Corporate Reputation and the Discipline of Advertising<br />5 Karen Smreker<br /> Sookyong Kim<br />6 Corporate Communication Peggy Simcic Brønn Corporate Reputation and the Discipline of Corporate Communication<br />7 Public Relations Judy Motion* Corporate Reputation and the Discipline of Public Relations <br /> Sally Davenport<br /> "Shirley Leitch*<br /> Liz Merlot<br />8 Management Communication James O'Rourke, IV Corporate Reputation and the Discipline of Management Communication<br />9 Communication Management Anne Gregory Corporate Reputation and the Discipline of Communication Management<br /><span style="background-color: white; color: red;">10 Integrated Marketing Communication Clarke L. Caywood Corporate Reputation and the Discipline of Integrated Marketing Communications</span> <br />11 Marketing Communication Richard Varey Corporate Reputation and the Discipline of Marketing Communication<br />12 Journalism and Mass Communication <br />13 Visual Communication Susan Westcott Alessandri Corporate Reputation and the Discipline of Visual Communication<br />14 Mass Media Law Karla Gower Corporate Reputation and the Discipline of Corporate Communication Law <br />15 Cross-Cultural Communication Kevin Abraham Corporate Reputation and the Discipline of Cross-Cultural Communication <br />SECTION 2 Theoretical Perspectives 7,000 words <br /> <br />16 Agenda-Building and Agenda-Setting Matt Ragas Agenda-Building and Agenda-Setting Theory: Which Companies We Think About and How We Think About Them<br />17 Complexity theory Priscilla Murphy Complexity Theory and the Dynamics of Reputation <br /> Dawn R. Gilpin<br />18 Communication Constitution of Organization Stefania Romenti Communicatively constituted reputation and reputation management<br /> Laura Illia Communicatively constituted reputation: applying the organizational communication perspective to reputation management <br />19 Excellence Theory Jeong-Nam Kim "A Strategic Management Approach to Reputation, Relationships, and Publics: <br />The Research Heritage of the Excellence Theory<br />"<br /> Chun-ju Flora Hung-Baesecke<br /> Sung Un Yang <br /> James E. Grunig<br />20 Image Repair Theory William Benoit Image Repair Theory and Corporate Reputation<br />21 Institutional Theory John Lammers The Institutionalization of Corporate Reputation<br /> Kristen Guth<br /> <br />22 Organizational Learning Tim Sellnow Experiencing the Reputational Synergy of Success and Failure through Organizational Learning<br /> Shari Veil<br /> Kathryn Anthony<br />23 Rhetorical Theory Øyvind Ihlen Relating Rhetoric and Reputation<br />24 Situational Theory of Crisis Timothy Coombs Situational Theory of Crisis: Situational Crisis Communication and Corporate Reputation<br />25 Social Capital Vilma Luoma-aho Corporate Reputation and the Theory of Social Capital <br />SECTION 3 Attributes of Reputation <br />26 Corporate Attributes and Associations Sabine Einwiller Corporate Attributes and Associations<br />27 Executive Leadership Juan Meng What They Say and What They Do: Executives Affect Organizational Reputation through Effective Communication<br /> Bruce K. Berger<br />28 Workplace Environment Hua Jiang Corporate Reputation and Workplace Environment<br />29 Corporate Governance Justin Pettigrew Corporate Reputation and the Practice of Corporate Goverenance<br /> Bryan Reber<br />30 Products and Services Pan Ji Buying and Selling Friends: Valuating Products and Services in Corporate Reputation<br /> Paul S Lieber<br />31 Corporate Social Responsibility Friederike Schultz Corporate Social Responsibility, Reputation and Moral Communication: a Constructivist View as Alternative to Functionalist, Political and Culturalist Perspectives<br />32 Financial Performance Alexander Laskin Reputation or Financial Performance: Which Comes First?<br />33 Issues and Risk Management Bob Heath Who's in Charge and What's the Solution? Reputation as a Matter of Issue Debate and Risk Management<br />34 Message Design Peter Smudde Message Design for Managing Corporate Reputations: Form Following Function<br /> Jeffrey Courtright*<br />SECTION 4 Contexts of Reputation <br />35 Activism Jarol Manheim Contrabrand: Activism and the Leveraging of Corporate Reputation<br /> Alex D. Holt<br />36 Authenticity Juan-Carlos Molleda Identity, Perceived Authenticity, and Reputation: A Dynamic Association in Strategic Communications<br /> Rajul Jain<br />37 Branding Esben Karmark Corporate Branding and Corporate Reputation<br />38 Corporate Speech Robert Kerr Corporate Reputation and Corporate Speech<br />39 Diversity Damion Waymer Corporate Reputation Management and Issues of Diversity<br /> Sarah VanSlette<br />40 Emerging Markets Rahul Mitra "Corporate Reputation in Emerging Markets:<br />A Culture-Centered Review and Critique"<br /> Mohan Dutta<br /> Robert J. Green<br />41 The Internet and Social Media Tina McCorkindale The Power of Social Media and its Influence on Corporate Reputation<br /> Marcia W. DiStaso<br />42 Management Fashion Theodore E. Zorn The reputation of corporate reputation: Fads, fashions, and the mainstreaming of corporate reputation research and practice <br /> Magda Pieczka<br />43 Reputation Rankings Jennifer Bartlett Reputation and Legitimacy: Accreditation and Rankings to Assess Organizations<br /> Josef Pallas<br /> Magnus Frostenson<br />44 Secretive Organizations Craig Scott Hidden Organizations and Reputation<br />SECTION 5 Communication Research and Evaluation <br />45 *Corporate Reputation and Evaluation Don Stacks Corporate Reputation Measurement and Evaluation<br /> Melissa D. Dodd<br /> Linjuan Rita Men<br />46 Corporate Reputation and Return on Investment Yungwook Kim Corporate Reputation and Return on Investment (ROI): Measuring the Bottom-line Impact of Reputation<br /> Jungeun Yang<br /> <br /> </div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-28508991289337449892012-09-13T18:42:00.001-05:002012-09-13T18:42:32.429-05:00Recent paper with Shu-Chuan Chu of DePaul Univ. <div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div align="center" class="MsoNormal" style="line-height: normal; margin: 0in 0in 0pt; text-align: center;">
<b style="mso-bidi-font-weight: normal;"><span style="color: black; font-family: "Arial","sans-serif"; font-size: 16pt; mso-fareast-font-family: "Times New Roman";">A LONGITUDINAL STUDY OF THE GLOBAL AUTOMOTIVE INDUSTRY
MEDIA:<span style="mso-spacerun: yes;"> </span>“TURBO-CHARGED” BY THE USES AND GRATIFICATIONS
OF SOCIAL MEDIA 2005-2010</span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Arial","sans-serif"; font-size: 16pt;"><o:p></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<a href="http://www.blogger.com/null" name="13346da1c8ce911a_SafeHtmlFilter_SafeHtml"><span style="color: black; font-family: "Arial","sans-serif"; mso-bidi-font-weight: bold;">Clarke L. Caywood, Ph.D. <o:p></o:p></span></a></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<span style="mso-bookmark: 13346da1c8ce911a_SafeHtmlFilter_SafeHtml;"><span style="color: black; font-family: "Arial","sans-serif"; mso-bidi-font-weight: bold;">Northwestern
University</span></span><span style="mso-bookmark: 13346da1c8ce911a_SafeHtmlFilter_SafeHtml;"></span><span style="color: black; font-family: "Arial","sans-serif"; mso-bidi-font-style: italic; mso-fareast-font-family: PMingLiU;">,</span><span style="color: black; font-family: "Arial","sans-serif"; mso-fareast-font-family: PMingLiU;"> </span><span style="color: black; font-family: "Arial","sans-serif";">USA</span><span style="color: black; font-family: "Arial","sans-serif"; mso-bidi-font-style: italic; mso-fareast-font-family: PMingLiU;"><o:p></o:p></span></div>
<br />
<div style="border-color: currentColor currentColor windowtext; border-style: none none solid; border-width: medium medium 1pt; mso-border-bottom-alt: solid windowtext .75pt; mso-element: para-border-div; padding: 0in 0in 1pt;">
<div align="center" style="border: currentColor; layout-grid-mode: char; margin: 0in 0in 0pt; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0in 0in 1.0pt 0in; padding: 0in; text-align: center; vertical-align: top;">
<span style="color: black; font-family: "Arial","sans-serif"; mso-bidi-font-weight: bold;"><a href="mailto:c-caywood@northwestern.edu" target="_blank"><span style="color: black;">c-caywood@northwestern.edu</span></a><o:p></o:p></span></div>
<div align="center" style="border: currentColor; layout-grid-mode: char; margin: 0in 0in 0pt; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0in 0in 1.0pt 0in; padding: 0in; text-align: center; vertical-align: top;">
<span style="color: black; font-family: "Arial","sans-serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<div align="center" style="border: currentColor; layout-grid-mode: char; margin: 0in 0in 0pt; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0in 0in 1.0pt 0in; padding: 0in; text-align: center; vertical-align: top;">
<span style="color: black; font-family: "Arial","sans-serif";">Shu-Chuan Chu</span><span style="color: black; font-family: "Arial","sans-serif"; mso-fareast-font-family: PMingLiU;">, Ph.D.<o:p></o:p></span></div>
<div align="center" style="border: currentColor; layout-grid-mode: char; margin: 0in 0in 0pt; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0in 0in 1.0pt 0in; padding: 0in; text-align: center; vertical-align: top;">
<span style="color: black; font-family: "Arial","sans-serif";">DePaul University, USA</span><span style="color: black; font-family: "Arial","sans-serif"; mso-fareast-font-family: PMingLiU;"><o:p></o:p></span></div>
<div align="center" style="border: currentColor; layout-grid-mode: char; margin: 0in 0in 0pt; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0in 0in 1.0pt 0in; padding: 0in; text-align: center; vertical-align: top;">
<span style="color: black; font-family: "Arial","sans-serif"; mso-fareast-font-family: PMingLiU;"><a href="mailto:schu7@depaul.edu"><span style="color: black;">schu7@depaul.edu</span></a><o:p></o:p></span></div>
<div style="border: currentColor; layout-grid-mode: char; margin: 0in 0in 0pt; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0in 0in 1.0pt 0in; padding: 0in; vertical-align: top;">
<span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
</div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;">ABSTRACT<o:p></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; text-indent: 23.8pt; vertical-align: top;">
<span style="font-family: "Times New Roman","serif";">What
distinctions do journalists make between Asian, European and U.S. media
relations programs in the automotive industry? What do journalists really think
of public relations efforts on behalf of their readers, listeners, viewers, employers
or clients? </span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">How would automotive journalists
use social media? </span><span style="font-family: "Times New Roman","serif";">Would
the data be more revealing if there were corporate and global regional
differences? This report and analysis is based on six years of survey research
data collected from 367 journalists in 2010 and from 2005-2009. The research is
based on nine Asian, seven European and three U.S. automotive corporations.
Using in-depth annual surveys from 2005-2010 the authors structure the findings
with a uses and gratifications framework. The preliminary findings in 2010 suggest
that the specialized media including freelancers covering the automotive
industry have a great deal to contribute to our general understanding of the
global relationships between PR and the press. Since the data is based on nine
Asian, seven European and three U.S. automotive corporations the responses
permit a geographic corporate cross-cultural comparison on some dimensions. The
authors will structure the findings using a post hoc uses and gratifications
approach. <o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif";"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;">INTRODUCTION<o:p></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">The exponential growth of social media
outlets such as blogs, Facebook, Twitter, and LinkedIn has dramatically changed
today’s media landscape. Social media are essentially self-promoting in that <span style="color: black;">journalists</span> can promote their articles and gain
story ideas therein. At the same time, the interactive and social nature of
social media makes it an attractive way for advertisers to market products and
services. Thus, increasing global marketers have tapped the potential of social
media and develop advertising strategy to target consumers around the world.
Different from traditional media channels such as newspapers and magazines,
social media <span style="color: black;">provide a communal place for consumers
to communicate with one another and share brand experience, which greatly
increases </span>brand exposure [19]<span style="mso-bidi-font-weight: bold;">.
With social media’s </span>capacity to facilitate immediate and two-way
communication, <span style="color: black;">brand-related conversations are
generated and exchanged among consumers easily and quickly in the era of
consumer control. In this regard, it is also imperative for global automotive
companies to </span></span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: Times-Roman;">gain an in-depth understanding
of the psychographic and social needs of their consumers </span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">and underlying reasons for consumer use of social media. Accordingly,
understanding how automotive journalists use social media and compare their
social media habits to traditional media usage will provide valuable
implications to international advertising and public relations research and
practice, and advance our knowledge of cyber behavior in a global context.</span><span style="font-family: "Times New Roman","serif"; mso-bidi-font-weight: bold; mso-fareast-font-family: PMingLiU;"><o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;">USES AND
GRATIFICATIONS OF SOCIAL MEDIA AMONG AUTOMOTIVE JOURNALISTS<o:p></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Recently, social media has gained much
interest among communication, marketing, and advertising scholars and
practitioners [2]<span style="color: black;">, <span style="mso-bidi-font-style: italic;">[6], </span><span style="mso-bidi-font-weight: bold;">[7],</span> [10], </span><span style="mso-bidi-font-weight: bold;">[12]. As defined, </span>social media are “a
group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0, and that allow the creation and exchange
of User Generated Content” [7, p. 61]. Social media encompasses varied
applications and platforms including blogs, social networking sites, company
sponsored discussion forums, <span style="color: black;">product or service
review websites, to name a few </span>[12]<span style="mso-bidi-font-weight: bold;">. In their recent article, Mangold </span>and<span style="mso-bidi-font-weight: bold;"> Faulds [12] argue that social media have become a hybrid element of
integrated marketing communications (IMC) and present a promising tool for
communicating with customers. Drawing from the six years of data from the
global automotive industry, findings suggest that social media have played a
significant role in influencing various aspects of public relations practices
such as how and why traditional and online journalists use social media as a
source of information. Unfortunately, current academic literature offers very
little insight into the uses and gratifications of social media among
journalists. Even though social media, in particular blogs, have become one of
the most commonly used tools for work by journalists, motivation and usage patterns
of these emerging media among journalists have not yet been articulated.<o:p></o:p></span></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-bidi-font-weight: bold; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-bidi-font-weight: bold; mso-fareast-font-family: PMingLiU;">Therefore, this
study examines the usage behaviors and motivation for using social media among
journalists in the global automotive industry through uses and gratifications
theory </span><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">[8]. The core idea of u<span style="mso-bidi-font-weight: bold;">ses
and gratifications theory centers on the underlying social and psychological
needs that motivate individuals to use certain types of media for
gratifications. These needs trigger the media use because the media users’
behaviors are assumed to be goal-directed [4],</span> [8], and [17].
Gratifications, on the other hand, attract and hold individuals to the certain
kinds of media and the types of content that best satisfy their social and
psychological needs [18]. Ko, Cho, and Roberts [9] applied u<span style="mso-bidi-font-weight: bold;">ses and gratifications theory to </span>explain
psychological and behavioral dimensions regarding online context and found that
different individuals can use same mediated communication for different
purposes. With the exponential rise in popularity of social media, a few recent
studies have employed <span style="mso-bidi-font-weight: bold;">uses and
gratifications to frame theoretical background [5], </span><span style="color: black;">[13], [15], and [16]. For example, </span></span><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";">Quan-Haase
and Young</span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"> [15] compared </span><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">the gratifications obtained from Facebook
with those from instant messaging. Ancu and Cozma </span><span style="font-family: "Times New Roman","serif";">[1] </span><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">examined
the uses and gratifications of accessing political candidate profiles on
MySpace. Overall, findings of these studies suggest that social interaction,
information seeking, and entertainment are common gratifications of social
media motives and usage. However, prior research mainly focuses on consumers or
“audiences.” No research to date has examined the perspective of the
journalist, particularly in the global automotive industry where the
relationship between the corporate and the press is increasingly interactive
and dynamic due to the emergence of social media.<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Previous studies on uses and gratifications
have stressed that the <span style="mso-bidi-font-style: italic;">intrinsic needs
</span>interact with social environments and personal characteristics to
produce the perceived problems and solutions, which lead to the different
motives to use media [18]. <span style="mso-bidi-font-style: italic;">From a
longitudinal standpoint,</span> the development and advance of social media
from 2005 to 2010 could create a different technologically situated social
environment for automotive journalists, and thus result in their distinctive
social media usage motivations and patterns.<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-bidi-font-weight: bold; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;">METHODOLOGY<o:p></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b><u><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU; mso-font-kerning: 16.0pt;"><o:p><span style="text-decoration: none;"><span style="font-family: Arial Unicode MS;"> </span></span></o:p></span></u></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">The current paper focuses on the
survey study conducted in 2010. The number of respondents to this sixth
iteration of the survey continues to grow slightly, with 367 responses in 2010 compared
to 363 respondents in 2009. The respondents completed the Web-based survey during
July and August of 2010. Among the 367 responses, </span><span style="font-family: "Times New Roman","serif";">33% were from California,</span><span style="font-family: "Times New Roman","serif"; mso-bidi-font-family: "Arial Unicode MS";">
</span><span style="font-family: "Times New Roman","serif";">8% from Illinois and
7% from Michigan, with a total of 37 states represented in the survey. In terms
of the respondents’ job function, 72% were print journalist, followed by online
journalist (71%), blogger (27%), photo journalist (24%), book author (15%),
radio journalist (12%) and so on. Additionally, </span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">the
respondents' areas of expertise were virtually unchanged from last year, with a
large majority (82%) doing vehicle reviews, followed by general interest
stories (57%). Figure 1 presents respondents’ area of expertise.<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: normal; margin: 0in 55.45pt 0pt 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="color: black; font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;">Figure 1.</span></b><span style="color: black; font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;"> Respondents’2010 area(s) of expertise<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="mso-fareast-font-family: PMingLiU; mso-no-proof: yes;"><v:shapetype coordsize="21600,21600" filled="f" id="_x0000_t75" o:preferrelative="t" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" stroked="f"><span style="font-family: Arial Unicode MS;">
<v:stroke joinstyle="miter">
<v:formulas>
<v:f eqn="if lineDrawn pixelLineWidth 0">
<v:f eqn="sum @0 1 0">
<v:f eqn="sum 0 0 @1">
<v:f eqn="prod @2 1 2">
<v:f eqn="prod @3 21600 pixelWidth">
<v:f eqn="prod @3 21600 pixelHeight">
<v:f eqn="sum @0 0 1">
<v:f eqn="prod @6 1 2">
<v:f eqn="prod @7 21600 pixelWidth">
<v:f eqn="sum @8 21600 0">
<v:f eqn="prod @7 21600 pixelHeight">
<v:f eqn="sum @10 21600 0">
</v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:formulas>
<v:path gradientshapeok="t" o:connecttype="rect" o:extrusionok="f">
<o:lock aspectratio="t" v:ext="edit">
</o:lock></v:path></v:stroke></span></v:shapetype><v:shape id="Picture_x0020_4" o:borderbottomcolor="black" o:borderleftcolor="black" o:borderrightcolor="black" o:bordertopcolor="black" o:spid="_x0000_i1025" style="height: 291pt; visibility: visible; width: 431.25pt;" type="#_x0000_t75"><span style="font-family: Arial Unicode MS;">
<v:imagedata o:title="" src="file:///C:\Users\ccaywood\AppData\Local\Temp\msohtmlclip1\01\clip_image001.emz">
<w:bordertop type="single" width="4">
<w:borderleft type="single" width="4">
<w:borderbottom type="single" width="4">
<w:borderright type="single" width="4">
</w:borderright></w:borderbottom></w:borderleft></w:bordertop></v:imagedata></span></v:shape></span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">The initial e-mail invitation to
participate went out to 1,800 journalists. It included a cover letter from an
industry media leader who gave a brief background and provided a link to the
survey. </span><span style="color: black; font-family: "Times New Roman","serif";">The
survey was conducted by the </span><span style="font-family: "Times New Roman","serif";">Motor
Press Guild, MPR, and designed by the <span style="color: black;">Gronstedt
Group, a U.S. based consulting firm, with input from media industry experts as
well as several car manufacturer professionals. </span></span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">The survey includes both quantitative rating questions and a qualitative,
open-ended question. To gauge respondents’ use of social media, two
quantitative questions were asked: (1) </span><span style="font-family: "Times New Roman","serif";">which
of these social networking tools do you use for work? and (2) <span style="color: black;">what role(s) do these social media play in your reporting? </span></span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">In addition, </span><span style="font-family: "Times New Roman","serif";">a
qualitative, open-ended question was used </span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">to gain an understanding of </span><span style="font-family: "Times New Roman","serif";">how automotive companies could
better support journalists’ use of social media (</span><span style="font-family: "Times New Roman","serif"; mso-bidi-font-family: "Arial Unicode MS";">“Please tell
us how automotive companies could better support your use of social media?”)</span><span style="font-family: "Times New Roman","serif";">. </span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">All
comments for the </span><span style="font-family: "Times New Roman","serif";">open-ended
question </span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">from respondents in this survey are "true
verbatim" complete with misspellings and grammatical errors (See Appendix).
<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Questions concerning the overall
media relations were also included.</span><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"> “Successful media relations” are defined by
the seven criteria. The seven criteria are:<span style="color: black;"> (1) Has
knowledgeable PR people, (2) Provides useful press releases, product
information and materials, (3) PR department responds speedily, (4) Provides
access to top executives, designers and engineers, (5) Does a good job of
providing test vehicles, (6) Has an effective online press room, and (7) </span>Organizes
effective media events. Respondents were asked to rate carmakers on these
criteria on seven 7-point Likert type scales, ranging from 1 (Strongly
Disagree) to 7 (Strongly Agree).<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;">PRELIMINARY
RESULTS<o:p></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-bidi-font-weight: bold; mso-fareast-font-family: PMingLiU;">Media Relations<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Before examining the use of social media
among <span style="color: black;">automotive journalists, overall media relations
in each </span>geographical group (Asia, Europe and the U.S.) was discussed to
provide a bigger picture of the global automotive industry media. The
preliminary findings that beg for more comparative analysis provide more
questions than answers on the distinctions between companies and global
manufacturing regions. The three geographical groups and automotive
manufactures in each region are presented as below (See Table 1). <span style="color: black;"><o:p></o:p></span></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Table
1.</span></b><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"> Automotive manufactures in the U.S., Asian, and European<b style="mso-bidi-font-weight: normal;"><o:p></o:p></b></span></div>
<br />
<table border="1" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="border-collapse: collapse; border: currentColor; margin: auto auto auto -12.6pt; mso-border-alt: solid black .5pt; mso-border-insideh: .5pt solid black; mso-border-insidev: .5pt solid black; mso-padding-alt: 0in 5.4pt 0in 5.4pt; mso-table-layout-alt: fixed; mso-yfti-tbllook: 1184; width: 612px;">
<tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0;">
<td style="background-color: transparent; border: 1pt solid black; mso-border-alt: solid black .5pt; padding: 0in 5.4pt; width: 58.5pt;" valign="top" width="78">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: black black black rgb(0, 0, 0); border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; padding: 0in 5.4pt; width: 59.6pt;" valign="top" width="79">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: black black black rgb(0, 0, 0); border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; padding: 0in 5.4pt; width: 39.4pt;" valign="top" width="53">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: black black black rgb(0, 0, 0); border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; padding: 0in 5.4pt; width: 49.5pt;" valign="top" width="66">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: black black black rgb(0, 0, 0); border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: black black black rgb(0, 0, 0); border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; padding: 0in 5.4pt; width: 58.5pt;" valign="top" width="78">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: black black black rgb(0, 0, 0); border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; padding: 0in 5.4pt; width: 45pt;" valign="top" width="60">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: black black black rgb(0, 0, 0); border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: black black black rgb(0, 0, 0); border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: black black black rgb(0, 0, 0); border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; padding: 0in 5.4pt; width: 27pt;" valign="top" width="36">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
</td>
</tr>
<tr style="mso-yfti-irow: 1;">
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 58.5pt;" valign="top" width="78">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 11pt; mso-fareast-font-family: PMingLiU;">US<o:p></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 59.6pt;" valign="top" width="79">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%; mso-fareast-language: ZH-TW;">Ford<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 39.4pt;" valign="top" width="53">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">GM<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 49.5pt;" valign="top" width="66">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Chrysler<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 58.5pt;" valign="top" width="78">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 45pt;" valign="top" width="60">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 27pt;" valign="top" width="36">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></div>
</td>
</tr>
<tr style="mso-yfti-irow: 2;">
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 58.5pt;" valign="top" width="78">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 11pt; mso-fareast-font-family: PMingLiU;">Asian<o:p></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 59.6pt;" valign="top" width="79">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Mitsubishi<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 39.4pt;" valign="top" width="53">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Suzuki Auto<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 49.5pt;" valign="top" width="66">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Subaru<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Mazda<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 58.5pt;" valign="top" width="78">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Nissan<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 45pt;" valign="top" width="60">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Hyundai<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Honda<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Toyota<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 27pt;" valign="top" width="36">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Kia<o:p></o:p></span></div>
</td>
</tr>
<tr style="mso-yfti-irow: 3; mso-yfti-lastrow: yes;">
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 58.5pt;" valign="top" width="78">
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 11pt; mso-fareast-font-family: PMingLiU;">European<o:p></o:p></span></b></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 59.6pt;" valign="top" width="79">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">VWPorsche<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 39.4pt;" valign="top" width="53">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">BMW<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 49.5pt;" valign="top" width="66">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Mercedes<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Audi<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 58.5pt;" valign="top" width="78">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Jaguar/ Land Rover<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 45pt;" valign="top" width="60">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;">Volvo<o:p></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 40.5pt;" valign="top" width="54">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></div>
</td>
<td style="background-color: transparent; border-color: rgb(0, 0, 0) black black rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-top-alt: solid black .5pt; padding: 0in 5.4pt; width: 27pt;" valign="top" width="36">
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 9.5pt; line-height: 115%;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></div>
</td>
</tr>
</tbody></table>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Granted, these distinctions are
harder to make as Volvo and Jaguar/Land/Rover now have Asian ownership,
Chrysler has a European minority owner, etc. Nevertheless, it’s an interesting
analysis. </span><span style="font-family: "Times New Roman","serif"; mso-bidi-font-style: italic; mso-bidi-font-weight: bold; mso-fareast-font-family: PMingLiU;">Findings
reported and requiring analysis simply describe Asian automakers falling behind<b><i><span style="color: black;">. </span></i></b></span><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">The average scores for the last five years on
the category of Overall Media Relations were combined in three geographical
groups as per below (see Figure 2). <span style="color: black;">The U.S. brands
continued their positive trend from last year and still enjoy a lead over the
Asian name plates, which turned around their negative trajectory from last
year. The European automakers decreased slightly from last year and are still
trailing Asian and U.S. companies by a huge margin.<o:p></o:p></span></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<b style="mso-bidi-font-weight: normal;"><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Figure 2</span></b><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">. </span><span style="color: black; font-family: "Times New Roman","serif"; mso-bidi-font-family: "Arial Unicode MS"; mso-fareast-font-family: PMingLiU;">Asia, Europe, U.S. Geographical comparison</span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="mso-fareast-font-family: PMingLiU; mso-no-proof: yes;"><v:shape id="Picture_x0020_11" o:borderbottomcolor="black" o:borderleftcolor="black" o:borderrightcolor="black" o:bordertopcolor="black" o:spid="_x0000_i1026" style="height: 195.75pt; visibility: visible; width: 412.5pt;" type="#_x0000_t75"><span style="font-family: Arial Unicode MS;">
<v:imagedata o:title="" src="file:///C:\Users\ccaywood\AppData\Local\Temp\msohtmlclip1\01\clip_image003.emz">
<w:bordertop type="single" width="4">
<w:borderleft type="single" width="4">
<w:borderbottom type="single" width="4">
<w:borderright type="single" width="4">
</w:borderright></w:borderbottom></w:borderleft></w:bordertop></v:imagedata></span></v:shape></span><span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><span style="mso-spacerun: yes;">
</span><o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Other findings point out that</span><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">
all seven criteria of what define “successful media relations” are in decline. Journalism
satisfaction with the automotive industry as a whole dropped on six of the
seven criteria of successful media relations. Online Press Room saw the biggest
drop; the average car company saw a decline of almost 10% on this criterion
from last year. <span style="color: black;">Two Asian companies and one U.S.
company enjoy the number-one position on three of the seven criteria of
successful media relations among the total journalist population. An Asian firm
tops the Online Press Room, Best Product Information and Fastest Response Time
categories. A U.S. company is ranked first on Provides Access to Top
Executives, Designers & Engineers, Online Press Room, and Organizes
Effective Media Events. Another Asian company (different country) leads the
industry on, Test Vehicles, Media Events and Product Info, while a European
company is top-ranked in Knowledgeable PR People, and Hyundai is top-ranked in
Test Vehicles. <o:p></o:p></span></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Six of the seven criteria of successful media
relations had a negative net-improvement score for the second straight year
(i.e., the number of companies that improved average scores minus the number of
companies with declining scores). A net improvement score of two means that 11
companies improved their scores on that criterion and nine companies had
declining scores. “Useful press releases” was the only criterion with a
positive net improvement score. “Online press room” saw a staggering drop; all
20 companies lost ground on this important criterion.<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-bidi-font-weight: bold; mso-fareast-font-family: PMingLiU;">The Role of Social
Media in the Global Automotive Industry<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Based on the six years of data regarding the
role of social media in the global automotive industry, the descriptive
findings highlight possible over time comparisons with more analytical methods.
For example, findings of the 2006 report suggest that almost half of the
journalists read blogs regularly, with many of them using blogs (both personal
and corporate blogs such as GM’s public Fastlane blog and Chrysler’s
TheFirehouse.biz) as a useful source of information (e.g., buzz and rumors).
The results also suggest that only a fraction of respondents write their own
blog and use blogs as outlets for reporting. In the 2010 report, interestingly,
the results showed that blogging has experienced the largest rise, with 27% of
respondents were bloggers, compared to 3.7% bloggers in 2006. Moreover, the
average journalist published for 3.4 different media channels in 2010,
including blogs, podcasts, print, and online publications, rising from 1.3
channels in 2006. Facebook has emerged as the most commonly used social media
platform for work by automotive journalists. Taken together, these results
emphasize the changing media landscape of convergence and highlight changes and
trends in social media usage among journalists from 2005-2010. This comparison
between years would allow researchers to draw conclusions about how different
social media fulfill journalists’ needs over time.<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Specifically, a number of
questions relating to the growing impact of social media were included in the 2010
survey. The first question asked what social media the respondents use in their
daily work. As seen in the graph below, Facebook almost doubled and is now the
most popular social media, overtaking LinkedIn by a wide margin (although
LinkedIn is growing rapidly as well). Overall, every social medium is growing
dramatically and the share of journalist curmudgeons who are not using any
social media is down from 40% last year to just 21% (See Figure 3 below).<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 12pt 0in 3pt; mso-outline-level: 2; page-break-after: avoid;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;">Figure 3.</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;"> Social networking tools used for work
2010</span><b><i><span style="color: black; font-family: "Cambria","serif"; font-size: 14pt; line-height: 115%; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;"><o:p></o:p></span></i></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="mso-fareast-font-family: PMingLiU; mso-no-proof: yes;"><v:shape id="Picture_x0020_2" o:borderbottomcolor="black" o:borderleftcolor="black" o:borderrightcolor="black" o:bordertopcolor="black" o:spid="_x0000_i1027" style="height: 282pt; visibility: visible; width: 413.25pt;" type="#_x0000_t75"><span style="font-family: Calibri;">
<v:imagedata o:title="" src="file:///C:\Users\ccaywood\AppData\Local\Temp\msohtmlclip1\01\clip_image005.emz">
<w:bordertop type="single" width="4">
<w:borderleft type="single" width="4">
<w:borderbottom type="single" width="4">
<w:borderright type="single" width="4">
</w:borderright></w:borderbottom></w:borderleft></w:bordertop></v:imagedata></span></v:shape></span><span style="color: black; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Next was the question, "What
role(s) do these social media play in your reporting?" Clearly, many
respondents still use social media to catch up with the latest buzz and rumors
and to promote their articles, but the number of journalists who use social
media to generate story ideas have increased significantly from last year (See
Figure 4 below).<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 12pt 0in 3pt; mso-outline-level: 2; page-break-after: avoid;">
<b style="mso-bidi-font-weight: normal;"><span style="color: black; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%; mso-bidi-font-style: italic; mso-fareast-font-family: "Times New Roman";">Figure 4.</span></b><span style="color: black; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%; mso-bidi-font-style: italic; mso-fareast-font-family: "Times New Roman";">
The different roles of blogs 2010</span><span style="color: black; mso-fareast-font-family: PMingLiU; mso-fareast-language: ZH-TW;"><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="mso-fareast-font-family: PMingLiU; mso-no-proof: yes;"><v:shape id="Picture_x0020_1" o:borderbottomcolor="black" o:borderleftcolor="black" o:borderrightcolor="black" o:bordertopcolor="black" o:spid="_x0000_i1028" style="height: 272.25pt; visibility: visible; width: 408pt;" type="#_x0000_t75"><span style="font-family: Calibri;">
<v:imagedata o:title="" src="file:///C:\Users\ccaywood\AppData\Local\Temp\msohtmlclip1\01\clip_image007.emz">
<w:bordertop type="single" width="4">
<w:borderleft type="single" width="4">
<w:borderbottom type="single" width="4">
<w:borderright type="single" width="4">
</w:borderright></w:borderbottom></w:borderleft></w:bordertop></v:imagedata></span></v:shape><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">When asked respondents
how automotive companies could better support their use of social media, there
is a clear division between reporters who are embracing social media (“The
automakers are doing a bang-up job. The world runs on Twitter”) and detractors
(“Quit being faddish. Are you really getting anything out of them?”). These
results suggest that the traditional roles of journalists and PR organizations
are being challenged as new social media are emerging. The Appendix listed the
unedited responses to the question, “Please tell us how automotive companies
could better support your use of social media?” Content analysis will be used
to mine the responses to this open-ended question.<o:p></o:p></span></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;">PRACTICAL
IMPLICATIONS FROM THE RESEARCH<o:p></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;"><span style="mso-spacerun: yes;"> </span></span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif";"><o:p></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif";">This
research summary has reported some of the descriptive statistical findings.
Some of the findings beg for a managerial interpretation for the agencies,
industry and journalists who contribute and read the anticipated annual
reports.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif";"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif";">For
example from the 2010 report , Facebook has now replaced LinkedIn as the most
commonly used social media tool for work by automotive reporters. It has almost
doubled in use in just one year, and is now used by an overwhelming majority of
reporters for their professional work. This finding raises a question of how
many automotive or other industry PR departments have a well-developed Facebook
strategy. The surveys contain lines of verbatim quotes on how the media use
Facebook, LinkedIn, Twitter and other channels that deserve further content
analysis.<span style="mso-spacerun: yes;"> </span>An overwhelming majority (71%)
of the reporters want to attend more webinars in the future, but they have some
serious reservations about the way automotive companies run their webinars. The
research contains comments by the media to be mined for cross global
differences.<o:p></o:p></span></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS; font-size: small;"> </span></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;">IMPLICATIONS
FOR RESEARCH IN CYBER BEHAVIOR<o:p></o:p></span></b></div>
<br />
<div align="center" style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: center; vertical-align: top;">
<b><span style="font-family: "Arial","sans-serif"; font-size: 14pt; mso-fareast-font-family: PMingLiU;"><span style="mso-spacerun: yes;"> </span></span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p></o:p></span></b></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="color: black; font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">The main objective of the
proposed research is to conduct a post-hoc analysis of six years of highly rich
industry data and decipher the imperative role that social media plays among
journalists in the global automotive industry. Drawing from the theory of uses
and gratifications, this study attempts to understand the relationship between
public relations and the press in terms of information flow and examine social
media motives and usage behaviors among journalists. As mentioned earlier, in
2010, Facebook has ranked as the most popular social media outlet used by
automotive journalists for their professional work. This finding raises an
important question as to how global automotive or other industry could develop
effective and efficient Facebook or overall social media strategy that better
serves journalists and consumers. The global growth of marketing communications
activities in social media presents both significant challenges and
opportunities for international advertising and public relation scholars and
professionals to understand consumer as well as journalist motivations for
using social media and the effectiveness of social media as a useful information
source. This study will offer i</span><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">mplications for both theory and practice, as
well as suggestions for further research.<o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">Theoretically, uses and gratifications theory
allows researchers to examine mediated communication situations via needs,
motives, and gratifications within a cross-cultural context [18]. That is,
“culturally situated social experience reinforces basic biological and
psychological needs while simultaneously giving direction to their sources of
gratification” [11, p. 99]. Accordingly, it is speculated that uses and
gratifications of social media among automotive journalists may differ from
cultures to cultures. Recent <span style="color: black;">cross-cultural studies
suggest that different cultures produce distinctly different media usage and
communication styles. For instance, Pfeil, Zaphiris, and Ang [14] investigated
the relationship between national cultures and communication styles in
Wikipedia, and found that cultural differences exist in cyberspace. That is,
the patterns of contributions to Wikipedia are related to the users’ dominant
cultural orientations, such as individualism and collectivism. Chau et al. [3] found
that consumers from different cultures use the Web for different purposes and
perceive the same Web sites differently. These findings from prior studies
highlight the potential cultural influence on automotive journalists’ use of
social media and cross-cultural differences in </span><span style="mso-bidi-font-weight: bold;">overall cyber behavior. Thus, it is reasonable to suspect</span><span style="color: black;"> that journalists from different cultures might display
different patterns of uses and gratifications in the culturally-embedded social
media including blogs. For example, journalists from a collectivistic culture
such as China may emphasize more on social interaction and relationship
building gratifications than those in a more individualistic culture (e.g.,
U.S.). Thus, a careful examination of </span>social media uses and
gratifications among <span style="color: black;">journalists in different
cultural contexts is deemed as necessary in increasing our understanding of cyber
behavior on a globe scale. Similarly, investigating social media </span>uses
and gratifications from the perspective of consumer could contribute to the
literature on cross-cultural consumer behavior.<span style="mso-spacerun: yes;">
</span><o:p></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p><span style="font-family: Arial Unicode MS;"> </span></o:p></span></div>
<br />
<div style="layout-grid-mode: char; margin: 0in 0in 0pt; text-align: justify; vertical-align: top;">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;">From a managerial perspective, findings of
the proposed research will provide initial insight into social media strategy
in an international context. <span style="color: black;">Global automotive or
other industries should adopt a balanced standardized and localized strategy
when developing their social media tactics in other cultures. For example,
Japan based car companies such as Toyota and </span>Suzuki should maintain
consistent global brand images, while tailor their marketing activities to meet
the specific and varying needs of American consumers and <span style="color: black;">journalists when conducting business in the U.S. Along this
line, future research could investigate social media usage among journalists</span>
in other countries <span style="color: black;">and employ a framework based on </span>uses
and gratifications theory as to why automotive <span style="color: black;">journalists</span>
integrate numerous social media into their media habits. Likewise, it is crucial
to examine global automotive company’s social media marketing strategy and
decide whether <span style="color: black;">journalists’ and consumers’ reliance
on social media is related to that company’s overall social media marketing
performance.</span></span><span style="font-family: "Times New Roman","serif";"> </span><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: PMingLiU;"><o:p></o:p></span></div>
<span style="font-family: "Calibri","sans-serif"; font-size: 11pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: PMingLiU; mso-fareast-language: EN-US;"><br clear="all" style="mso-special-character: line-break; page-break-before: always;" />
</span></div>
Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-27010562927809034782012-05-17T15:22:00.002-05:002012-05-17T15:22:49.503-05:00Association for Strategic Planning Speech for Thursday May 17, 2012 Dallas TX<div dir="ltr" style="text-align: left;" trbidi="on">
</div>Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0tag:blogger.com,1999:blog-985460023775834698.post-36993375034953219602012-02-19T02:21:00.001-06:002012-02-19T02:21:18.683-06:00Reposting on new Handbook - students ratei it very high in classes at Northwestern!The completely revised 2nd edition of The Handbook of Strategic Public Relations & Integrated Marketing Communications was published by McGraw-Hill in January 2012. There is an Amazon price reduction hardcover or Kindle. Click to order: http://amzn.to/rzVzKd<br />
<br />
The Handbook encourages marketing and PR professionals to examine the full range of stakeholders. Chapters on sustainability, writing, speech writing, global ethics, 3D virtual worlds, storytelling, etc. should be of great value to the practitioner, management and student. With 55 chapters written by 70 industry leaders and academic authorities, the book is also designed for readers who are also looking for specific industry information (auto, finance, food, pharma, healthcare, restaurants, insurance, NGOs, energy, etc.). The auto chapter is co-written by the current CCO of Ford and the recent past CCO of GM.<br />
<br />
The book is also developed as an inexpensive training book, textbook or professional development resource. It is supported by videos of the authors (linked with QR codes to scan), chapter questions, outlines and additional readings. It is comprehensive to serve the reader as a true handbook.Clarke L. Caywood, Ph.D.http://www.blogger.com/profile/10271535342911312566noreply@blogger.com0